Purpose – The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity. Design/methodology/approach – Brand equity was conceptualized in this paper as a combination of brand awareness, brand associations, perceived quality...

Purpose – The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of...

Purpose – The purpose of this paper is to examine whether retailer brand equity levels vary between department store and specialty clothing store categories. Design/methodology/approach – Retailer brand equity is conceptualized in this paper as a four‐dimensional construct comprising...