Data resulting from a consumer survey on brand perception in the UK, Germany and Greece with 1800+ consumers. The data represent the development of a pencil and paper measure of consumer-based brand equity (CBBE) and supports the theory that CBBE can be measured using four dimensions: awareness, heritage, uniqueness, reliability and willingness to sacrifice.The aim of this research is to fill important gaps in the measurement of consumer based brand equity (CBBE), and to use the results to improve managerial practice. I will do this through a European study involving data from the UK, Germany, and Greece to develop and validate a measure of CBBE specific to the European context. Arguably, there is limited research on the concept in Europe. Existing studies are mostly based on the approaches suggested by researchers in the USA, with limited - if any - cultural adaptations. Therefore, a large scale study which will explore the views of Europeans in developing an instrument that is valid in the European context is desirable. To investigate the issue thoroughly, both qualitative and quantitative data will be collected in three European countries (ie UK, Germany and Greece). Each country belongs to a different European cluster in terms of culture. More specifically, the UK belongs to the Anglo group, Germany to the Germanic group and Greece to the Near East group. The project will be completed by mid 2011.
Face-to-face questionnaire interviews with adult consumers in the UK (n=605), Germany (n=600) and Greece (n=624) using quota sampling. Quotas were set for age and gender based on census data from each country to ensure the samples were representative of national populations. Interviews with senior consultants and managers in Europe were first conducted to understand the practitioners’ views of CBBE, assess CBBE’s relevance to practice, and identify pertinent dimensions/items for scaling the construct. A judgment panel then reviewed the preliminary item pool to ensure the scale’s content validity. Following their recommendations, a questionnaire was constructed from the item pool. The questionnaire was piloted in the UK with a sample of 50 students before it was translated and “back translated” in German and in Greek. Following additional pre-tests in Germany and in Greece the survey was administered face-to-face by trained fieldworkers predominantly in urban centres. Consumers responded to the questions with regard to their chosen brand from a category of products including shampoo, coffee shop, mobile network, bank, and internet retailer. These spanned a number of different categories (goods/service/internet) and brand types. The data collection took place simultaneously in the three countries over a period of 2 weeks in March/April 2011 and produced a total of 1829 fully-completed questionnaires (600 in Germany; 605 in the UK; & 624 in Greece).
