Purpose

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.

Design/methodology/approach

The authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.

Findings

The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.

Originality/value

To the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

中文翻译：

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揭示企业品牌资产：基于消费者对企业品牌认知的衡量模型

目的

消费者对企业品牌资产的认知主要集中在产品品牌维度，忽视了企业分析层面的考虑。评估企业品牌需要与企业竞争力相关的不同标准，例如企业的知名度、管理水平和满足社会需求等。从这个意义上说，本研究旨在开发和验证基于消费者认知的企业品牌资产规模，超越行业界限，并将其与公司市场份额的关系进行比较。

设计/方法论/途径

作者在以前的措施的基础上，使用综合方法来阐明该结构的领域。他们采取了几个步骤来选择适当的项目，完善衡量标准，通过可靠性测试以及收敛和判别分析进行验证，测试企业品牌资产二阶形成结构的有效性，并评估一阶因素、二阶因素之间的关联。订单因素和市场份额。

发现

该模型确定了企业品牌的三个一阶维度（存在、出色的管理和责任），这些维度塑造了二阶因素（企业品牌资产）。它们与市场份额直接相关，但不成比例，有助于考虑消费者对公司竞争绩效的总体和联合评估。

原创性/价值

据作者所知，本研究是首次尝试开发企业品牌资产的综合衡量模型，该模型考虑了公司的分析水平，结合了先前关于企业品牌评估标准的研究指标，并包括消费者对公司品牌的看法。竞争力，将品牌理论与营销公司理论统一起来。