The Effect of Performative and Social Legitimation on Brand Equity: A Customer – Based Approach
Date Issued
January 30, 2012
Author(s)
DOI
10.2139/ssrn.1994485
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.
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.
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