Journal ArticleDOI
Evaluation of brand equity measures: further empirical results
TLDR
In this paper, the authors present further empirical results on the convergent and predictive ability of a selection of consumer-based brand equity measures, and conclude that managers should now have more confidence in selecting from a range of brand-equity measures, many of which can be collected easily and at minimal cost.Abstract:
Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that choice was an indicator of brand equity. It is a replication and extension of work carried out by Agarwal and Rao in 1996. Their work is the only study that has attempted to consolidate existing research on consumer based brand equity. Overall, the results generally concurred with those of Agarwal and Rao. Most of the measures were found to be convergent, and to estimate choice. The results mean that managers should now have more confidence in selecting from a range of brand equity measures, many of which can be collected easily and at minimal cost. More empirical studies, however, need to be carried out in a range of different markets to assess the wider performance of these brand equity measures.read more
Citations
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Journal ArticleDOI
Consumer‐based brand equity: improving the measurement – empirical evidence
TL;DR: In this article, the authors 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.
Journal ArticleDOI
Are brands forever? How brand knowledge and relationships affect current and future purchases
TL;DR: In this article, the authors developed a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and showed how knowledge and relationships affect current and future purchases, and found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly.
Book
Creating Powerful Brands
TL;DR: The fourth edition of the book as mentioned in this paper is the most comprehensive introductory textbook for marketing campaigns and comes packed with over 50 brand-new, real examples of influential marketing campaigns, as well as several examples of successful marketing campaigns.
Journal ArticleDOI
Country image and consumer-based brand equity: relationships and implications for international marketing
TL;DR: In this paper, the authors examined the relationship between consumers' country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis.
Journal ArticleDOI
Examining the role of advertising and sales promotions in brand equity creation
TL;DR: In this paper, the authors explored the relationship between advertising and sales promotions and their impact on brand equity creation and found distinctive effects of monetary and non-monetary promotions on the brand equity.
References
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Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Book
Managing brand equity : capitalizing on the value of a brand name.
TL;DR: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships as discussed by the authors.
Journal ArticleDOI
A Model for Predictive Measurements of Advertising Effectiveness
TL;DR: The development and selection of research designs too often reflect thinking which is technique-oriented as mentioned in this paper, and this article looks at advertising research from another viewpoint, and it starts with the quest...