Showing papers on "Brand equity published in 1985"
TL;DR: This paper developed a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition, and two forms of the model were developed to examine the competition among brands.
Abstract: The authors develop a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition. Two forms of the model ...
139 citations
TL;DR: In this article, the authors investigated the relationship between a brand's share of users and its loyal franchise, using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes.
Abstract: The relationship between a brand's share of users and its loyal franchise is investigated. Using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes, it is found that brands with a larger share of users have proportionately larger fractions of loyal buyers. These results are useful in the allocation of resources between the enlargement of a brand's base of users and the development of users' loyalty. HOW do popular brands with a large number of customers, that is, large user shares, compare with small user share brands in terms of the number of brand loyal customers? Do they have the same percentage of brand loyal customers? Is there any naturally occurring relationship between share of users and loyalty in the marketplace? This article will provide answers to these questions. A brand's size is typically measured in terms of its market share or user share to reflect the extent to which it has gained customers. Although both of these indicate brand size, they are not adequate indicators of brand strength. In a sense, the quality of the user share gained by a brand also needs to be assessed by describing the composition of the brand's user share in terms of the proportion of brand loyal users; that is, how much of a brand's user share can be attributed to repeat purchase by a stable or brand loyal following? The larger the number of loyal customers, the more stable the brand's market share, and the less vulnerable it will be to competitive efforts (Moran 1976, Rubinson 1979). Conversely, a brand with a large number of nonloyal customers is more open to share erosion.
138 citations
TL;DR: In this paper, the authors developed the idea that brand loyalty is a rational thing for a consumer to have and that a consumer's experience with a brand creates user skills which make that brand more useful to the consumer than other brands, even though these, given the same experience, would be equally useful.
Abstract: The paper develops the idea that brand loyalty is a rational thing for a consumer to have. The reason is that a consumer's experience with a brand creates user skills which make that brand more useful to the consumer than other brands, even though these, given the same experience, would be equally useful. In a brand switching model this implies that the consumer will switch brands only if there is an adequately large price differential and that the required price differential increases with user skills. The theory is related to standard search theory and it is shown that user skills and search costs have similar effects in the sense that either can support price dispersion in a market.
103 citations
TL;DR: Opatow as discussed by the authors identifies the problems and the promises in choosing brand names, and then provides guidelines for creating, developing, and evaluating them prior to testing for market acceptance, and provides practical experience to this article.
5 citations
TL;DR: Opatow as mentioned in this paper identifies the problems and the promises in choosing brand names, and then provides guidelines for creating, developing, and evaluating them prior to testing for market acceptance, and provides practical experience to this article.
4 citations