European study in consumer-based brand equity

Data resulting from a consumer survey on brand perception in the UK, Germany and Greece with 1800+ consumers. The data represent the development of a pencil and paper measure of consumer-based brand equity (CBBE) and supports the theory that CBBE can be measured using four dimensions: awareness, heritage, uniqueness, reliability and willingness to sacrifice.<p>The aim of this research is to fill important gaps in the measurement of consumer based brand equity (CBBE), and to use the results to improve managerial practice.

I will do this through a European study involving data from the UK, Germany, and Greece to develop and validate a measure of CBBE specific to the European context. Arguably, there is limited research on the concept in Europe. Existing studies are mostly based on the approaches suggested by researchers in the USA, with limited - if any - cultural adaptations. Therefore, a large scale study which will explore the views of Europeans in developing an instrument that is valid in the European context is desirable.

To investigate the issue thoroughly, both qualitative and quantitative data will be collected in three European countries (ie UK, Germany and Greece). Each country belongs to a different European cluster in terms of culture. More specifically, the UK belongs to the Anglo group, Germany to the Germanic group and Greece to the Near East group. The project will be completed by mid 2011.</p>