In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
AbstractThe 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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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 45 (2005)
Issue (Month): 02 (June)
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- 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.
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