| Campo DC | Valor | Idioma |
|---|
| dc.contributor.author | Porto, Rafael Barreiros | pt_BR |
| dc.contributor.author | Foxall, Gordon Robert | pt_BR |
| dc.contributor.author | Limongi, Ricardo | pt_BR |
| dc.contributor.author | Barbosa, Débora Luiza | pt_BR |
| dc.date.accessioned | 2026-06-09T20:42:27Z | - |
| dc.date.available | 2026-06-09T20:42:27Z | - |
| dc.date.issued | 2024-5-23 | pt_BR |
| dc.identifier.citation | PORTO, Rafael Barreiros; FOXALL, Gordon Robert; LIMONGI, Ricardo; BARBOSA, Débora Luiza. Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands. Journal of Modelling in Management, [S. l.], v. 19, n. 4, p. 1237-1261, 2024. DOI: https://doi.org/10.1108/jm2-04-2023-0067. Disponível em: https://www.emerald.com/jm2/article/19/4/1237/1229961/Unraveling-corporate-brand-equity-a-measurement. Acesso em: 10 de jun. 2026. | pt_BR |
| dc.identifier.uri | https://doi.org/10.1108/JM2-04-2023-0067 | pt_BR |
| dc.identifier.uri | http://repositorio.unb.br/handle/10482/54677 | - |
| dc.language.iso | eng | - |
| dc.publisher | Emerald | pt_BR |
| dc.rights | Acesso Aberto | pt_BR |
| dc.title | Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands | pt_BR |
| dc.type | Artigo | pt_BR |
| dc.subject.keyword | Marketing | pt_BR |
| dc.subject.keyword | Brand equity | pt_BR |
| dc.subject.keyword | Marcas corporativas | pt_BR |
| dc.rights.license | This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. Disponível em: https://www.emerald.com/jm2/article/19/4/1237/1229961/Unraveling-corporate-brand-equity-a-measurement. Acesso em: 10 jun. 2026. | pt_BR |
| dc.identifier.doi | https://doi.org/10.1108/jm2-04-2023-0067 | pt_BR |
| dc.description.abstract1 | 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. | pt_BR |
| dc.contributor.affiliation | University of Brasília, Department of Management | en |
| dc.contributor.affiliation | Cardiff University, Cardiff Business School | en |
| dc.contributor.affiliation | Federal University of Goias, Faculty of Business Administration, Accountability and Economics | en |
| dc.contributor.affiliation | University of Brasília, Faculty of Economics, Administration, Accounting and Public Policy Management | pt_BR |
| dc.contributor.orcid | https://orcid.org/0000-0003-2210-7098 | pt_BR |
| dc.description.unidade | Faculdade de Economia, Administração, Contabilidade e Gestão de Políticas Públicas (FACE) | - |
| dc.description.unidade | Departamento de Administração (FACE ADM) | - |
| Aparece nas coleções: | Artigos publicados em periódicos e afins
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