The Effect of Performative and Social Legitimation on Brand Equity: A Customer – Based Approach

10 Pages Posted: 30 Jan 2012

See all articles by Anna Zarkada

Anna Zarkada

Athens University of Economics and Business - Department of Business Administration

Ilias Kapareliotis

Abertay Dundee University

Date Written: January 28, 2012

Abstract

Customer brand support is intensively used among marketers and marketing academics. It designs the support that the consumer markets give to the brand building thus or enhancing brand equity variables. This support refers mainly to the brand equity variables as they have been introduced by Aaker (1992). Consumer based brand equity is not only a financial indicator for contemporary companies balance sheets; it a leading factor for companies’ social and performative legitimation, leading the company to a unique brand orientation, which makes it more competitive. This brand orientation is examined in this research paper as an outcome of both legitimation types previously mentioned, and customer based brand equity stemming from customers based support. The paper empirically explores these relationships based on researcher administered questionnaire survey of 244 British and Greek easy jet customers.

Suggested Citation

Zarkada, Anna and Kapareliotis, Ilias, The Effect of Performative and Social Legitimation on Brand Equity: A Customer – Based Approach (January 28, 2012). Available at SSRN: https://ssrn.com/abstract=1994485 or http://dx.doi.org/10.2139/ssrn.1994485

Anna Zarkada (Contact Author)

Athens University of Economics and Business - Department of Business Administration ( email )

Athens
Greece

Ilias Kapareliotis

Abertay Dundee University ( email )

Bell Street

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