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

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Author Info
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.

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File URL: http://journals.cambridge.org/abstract_S0021849905050191
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 45 (2005)
Issue (Month): 02 (June)
Pages: 171-186
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:171-186_05

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This page was last updated on 2009-10-18.

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