Purpose – The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important...

Purpose: Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to...

Purpose – The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece. Design/methodology/approach – Data were collected from semi‐structured interviews with senior brand...