Global brand equity reflects the value sources that differentiate global brands from other common brands, which is an important research topic recently concerned by international academia and global marketing managers. But research achievements based on this topic are still quite limited and domestic studies have not yet started. Based on current literature review, this paper firstly proposes two kinds of meanings on global brand equity and makes a new definition of this construct from an integrative perspective. Then, it adopts the model of brand value chains to demonstrate the relationship between differential connotations of global brand equity and global brand values. It elaborates three corresponding measurement methods and illustrates the effects of economic development level, cultural values and brand countries of origin on global brand equity evaluation and its outcomes. Finally, it makes future research directions to provide reference for domestic scholars focusing on this topic.
Global Brand Equity: Conceptualization, Measurement and Influencing Factors
Foreign Economics & Management Vol. 39, Issue 01, pp. 29 - 41,67 (2017) DOI:10.16538/j.cnki.fem.2017.01.003
Cite this article
Wu Yi, He Jiaxun. Global Brand Equity: Conceptualization, Measurement and Influencing Factors[J]. Foreign Economics & Management, 2017, 39(1): 29–41.
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