Developing a new model for tracking brand equity as a measure of marketing effectiveness (original) (raw)
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Assessing the literature on brand equity: From past, present to future
2013
Background: Brand equity is considered to be one of the most important organizational resources. The history of academic research on brand equity traces back to late 1980s.Until now several contributions have been made from past scholars on this concept from different perspectives.The literature review on this topic reveals that past researchers examined this concept in different country contexts, sectors, and product lines using variety of research methodologies. The focus of research on brand equity has been changing across different decades.Objectives: The objective of this paper was to review the literature on brand equity published since 1990s to date with special focus on various issues relevant to brand equity in different contexts. Conclusion: In 1990s, research focused on the measurement of brand equity, whereas in 2000s the emphasis was shifted towards revealing significant variables as antecedents and consequences of brand equity.In recent years as well, researchers have ...
An empirical investigation of brand equity: drivers and their consequences
2013, Vol. 115 No. 9
PURPOSE The author presents a model of the brand value drivers, measured by brand equity. The goal of this research is to identify the drivers, and determine how they influence brand equity performance in the researched industry, in order to develop a more effective brand strategy. DESIGN/METHODOLOGY The author studied an aggregate dataset for 739 food brands. Six predictors have been controlled for (i.e. marketing investments, price, revenue, perceived quality [organic and functional] and brand ownership), while the impact of the brand equity drivers on brand value has been estimated. The model has been formulated and estimated using a robust OLS procedure. Several data sources have been used in this study, such as market-based data from ACNielsen, as well as information and variable constructs using data from the Bureau Van Dijk Electronic Publishing AIDA financial statements database. FINDINGS Results suggest that marketing investment, price, revenue, brand ownership and perceived quality are highly associated with brand equity, and consequently with a higher brand value in the food industry. RESEARCH LIMITATIONS/IMPLICATIONS This study has only studied one industry (food), one industry segment (enriched-food) and one country (Italy). ORIGINALITY/VALUE The majority of marketing studies apply a single research approach and measures. This is the first study of brand equity that combines consumer, financial and marketing approaches. The model contributes to theory and practice in terms of suggesting which business drivers create brand value and what type of brand strategy a firm can apply in order to create brand value.
An empirical comparison of consumer-based measures of brand equity
Marketing Letters, 1996
This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a simulated shopping environment, as well as purchase-intention and brand-quality scales.
Consumer-based brand equity conceptualisation and measurement: a literature review
International Journal of Market Research, 2010
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since paper. To address this gap, this paper brings together the scattered literature on consumer based brand equity's conceptualization and measurement. Measures of consumer based brand equity are classified as either direct or indirect. Indirect measures assess consumer based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
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Journal of Product & Brand Management, 2015
This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We present a taxonomy of brand value grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the brand equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of brand value formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory must be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs
brand.usi.ch
It is well-established that consumer-based brand equity is one of the main indicators of brand success and one of the most important intangible assets for organisations. However, there is very little agreement on its constituent dimensions. A review of the pertinent literature has moreover identified that most of the research originates from the US and there has been little research with practitioners to gain insights into their views of appropriate measures of brand equity. Fifteen semi-structured interviews were conducted with senior brand consultants and managers in UK, Germany and Greece. The findings suggest four categories of measures namely consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' feelings about the brand; and finally consumer's behaviour towards the brand.
Consumer-based brand equity: improving the measurement – empirical evidence
Purpose -The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of nondiscriminant indicators in the measurement scales and of student samples. Design/methodology/approach -Based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modelling was used to measure consumer-based brand equity in two product categories and across six brands. Findings -Results support the hypothesised four-dimension model of consumer-based brand equity across two product categories and six brands. Brand awareness and brand associations were found to be two distinct dimensions of brand equity as conceptualised in the marketing literature. The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct. Originality/value -The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumerbased brand equity, supporting Aaker's and Keller's conceptualisation of brand equity. The present research also enriched consumer-based brand equity measurement by incorporating the brand personality measures, as recommended by previous researchers. While earlier studies were conducted using US and Korean samples, the present study also used a sample of Australian consumers.
Measuring customer‐based brand equity
Journal of Consumer Marketing, 1995
Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer‐based brand equity scale generally had higher prices. Discusses the implications for managers.