IDEAS home Printed from https://ideas.repec.org/a/cup/jadres/v45y2005i02p171-186_05.html
   My bibliography  Save this article

In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal

Author

Listed:
  • REYNOLDS, THOMAS J.
  • PHILLIPS, CAROL B.

Abstract

The elusive notion of brand equity is operationalized in a “share tiering†framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend. This general measurement framework for “true†brand equity when applied longitudinally permits the evaluation of markerting ROI. Recommended measures for the “share tiering†approach to brand equity measurement are illustrated using the cola category as an example.

Suggested Citation

  • Reynolds, Thomas J. & Phillips, Carol B., 2005. "In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 171-186, June.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:171-186_05
    as

    Download full text from publisher

    File URL: https://www.cambridge.org/core/product/identifier/S0021849905050191/type/journal_article
    File Function: link to article abstract page
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Asli D. A. Tasci & Abraham Pizam & Robertico Croes & Po-Ju Chen, 2016. "The return on investment for undergraduate degrees in hospitality and tourism management," Tourism Economics, , vol. 22(3), pages 505-526, June.
    2. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    3. Xue Li & Xiaoqiang Cai & Jian Chen, 2022. "Quality and Private Label Encroachment Strategy," Production and Operations Management, Production and Operations Management Society, vol. 31(1), pages 374-390, January.
    4. Mehran REZVANI & Seyed Hamid Khodadad HOSEINI & Mohammad Mehdi SAMADZADEH, 2012. "Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-3, February.
    5. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    6. Mahabubur Rahman & Saqib Aziz & Mathew Hughes, 2020. "The product‐market performance benefits of environmental policy: Why customer awareness and firm innovativeness matter," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 2001-2018, July.
    7. Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    8. Kilian, Karsten & Müller, Michael, 2016. "Markencontrolling: Markenerfolg messbar machen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 1-21.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:171-186_05. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: https://www.cambridge.org/jar .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.