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Brand power index -- using principal component analysis

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  • Lien-Ti Bei
  • Tsung-Chi Cheng

Abstract

A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study's final ‘product’, the Brand Power Index (BPI). Empirical consumer-survey data of two product categories: televisions and mobile phones illustrate that the patterns of PCA results for both televisions and mobile phones are extremely similar. The biplots reveal that the leading brands in both product categories had positive component scores; more than a dozen following brands had positive first component scores and negative second component scores in both categories. This led us to a visual examination of the data on certain leading brands with regard to their brand excellence.

Suggested Citation

  • Lien-Ti Bei & Tsung-Chi Cheng, 2013. "Brand power index -- using principal component analysis," Applied Economics, Taylor & Francis Journals, vol. 45(20), pages 2954-2960, July.
    • Handle: RePEc:taf:applec:v:45:y:2013:i:20:p:2954-2960
    DOI: 10.1080/00036846.2012.690853
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    Cited by:

    1. Madhur Bhatia & Rachita Gulati, 2020. "Assessing the Quality of Bank Boards: Evidence from the Indian Banking Industry," Margin: The Journal of Applied Economic Research, National Council of Applied Economic Research, vol. 14(4), pages 409-431, November.
    2. Chu-Chia Lin & Tsung-Chi Cheng & Shu-Chen Wang, 2014. "Measuring Subjective Well-Being in Taiwan," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 116(1), pages 17-45, March.

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