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Brand Equity, Consumer Learning and Choice

Author

Listed:
  • Erdem, Tulin
  • Broniarczyk, Susan
  • Charavarti, Dipankar
  • Kapferer, Jean-Noel
  • Keane, Michael
  • Roberts, John
  • Steenkamp, Jan-Benedict
  • Swait, Joffre
  • Zettelmeyer, Florian

Abstract

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general, and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.

Suggested Citation

  • Erdem, Tulin & Broniarczyk, Susan & Charavarti, Dipankar & Kapferer, Jean-Noel & Keane, Michael & Roberts, John & Steenkamp, Jan-Benedict & Swait, Joffre & Zettelmeyer, Florian, 1999. "Brand Equity, Consumer Learning and Choice," MPRA Paper 53022, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:53022
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Brand equity; dynamic choice; consumer learning; brand management; brands on the Internet; store brands;
    All these keywords.

    JEL classification:

    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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