Article2001

Evaluation of brand equity measures: further empirical results

125 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Managing Brand Equity 1991Managing brand equity : capitalizing on the value of a brand name.1961A Model for Predictive Measurements of Advertising Effectiveness 1989MANAGING BRAND EQUITY 1994A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility 1996An empirical comparison of consumer-based measures of brand equity 1994A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility

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