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Testing Brand Value Measurement Methods In A Random Coefficient Modeling Framework

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  • Szõcs Attila

    (Universitatea Sapientia, Miercurea Ciuc,)

Abstract

Our objective is to provide a framework for measuring brand equity, that is, the added value to the product endowed by the brand. Based on a demand and supply model, we propose a structural model that enables testing the structural effect of brand equity (demand side effect) on brand value (supply side effect), using Monte Carlo simulation. Our main research question is which of the three brand value measurement methods (price premium, revenue premium and profit premium) is more suitable from the perspective of the structural link between brand equity and brand value. Our model is based on recent developments in random coefficients model applications.

Suggested Citation

  • Szõcs Attila, 2014. "Testing Brand Value Measurement Methods In A Random Coefficient Modeling Framework," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1069-1074, July.
    • Handle: RePEc:ora:journl:v:1:y:2014:i:1:p:1069-1074
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    References listed on IDEAS

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    More about this item

    Keywords

    random coefficients logit; brand equity; brand value;
    All these keywords.

    JEL classification:

    • D58 - Microeconomics - - General Equilibrium and Disequilibrium - - - Computable and Other Applied General Equilibrium Models
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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