Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699...

Purpose – The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non‐customers of banking institutions. Design/methodology/approach – Data were...

Purpose – This study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi‐dimensional concept consisting of brand awareness,...

Analyses the factors which determine family purchase behaviour. The family has traditionally been considered as an important decision‐making unit with respect to the large quantity of products and services which are purchased by households on a daily basis. Sets out to determine the variables...

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...