The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

/pdf/conceptualizing-measuring-and-managing-customer-based-brand-4rg8x5nwfa.pdf

Conceptualizing, measuring, and managing customer-based brand equity

Co-Planar Stereotaxic Atlas of the Human Brain—3-Dimensional Proportional System: An Approach to Cerebral Imaging, J. Talairach, P. Tournoux. Georg Thieme Verlag, New York (1988), 122 pp., 130 figs. DM 268

A growing number of sociologists, political scientists, economists, and organizational theorists have invoked the concept of social capital in the search for answers to a broadening range of questions being confronted in their own fields. Seeking to clarify the concept and help assess its utility for organizational theory, we synthesize the theoretical research undertaken in these various disciplines and develop a common conceptual framework that identifies the sources, benefits, risks, and contingencies of social capital.

https://www.jstor.org/stable/pdfplus/4134367.pdf

Social Capital: Prospects for a New Concept

计量经济分析 = Econometric analysis

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

https://msbfile03.usc.edu/digitalmeasures/choong/intellcont/published_EA_Measure_paper-1.pdf

The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands

Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and co...

https://www.jstor.org/stable/pdfplus/1251291.pdf

Strategic Brand Concept-Image Management:

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID1691794_code640676.pdf?abstractid=1605782&mirid=5&type=2

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (1) consumers' intentions to perform difficult behaviors (those they regard as using consumer resources), (2) actual purchase behaviors, (3) brand purchase share (the share of a brand...

/pdf/brand-attachment-and-brand-attitude-strength-conceptual-and-1elvdrzpe2.pdf

Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers.

The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model inc...

Deborah J. MacInnis

Papers

The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands

Strategic Brand Concept-Image Management:

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers.

Information Processing from Advertisements: Toward an Integrative Framework: