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Empirical Models For Assessing The Role Of Brand Equity In Market Performance And Brand Bundling
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Book Synopsis Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling by : Benjamin Kartono
Download or read book Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling written by Benjamin Kartono and published by . This book was released on 2006 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference by : Leroy Robinson, Jr.
Download or read book Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference written by Leroy Robinson, Jr. and published by Springer. This book was released on 2014-11-05 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2008 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, BC, Canada.
Book Synopsis Assessment of Brand Equity Measures by : Emine Sarigollu
Download or read book Assessment of Brand Equity Measures written by Emine Sarigollu and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Although several brand equity measures were proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap. Combining survey data with real market data, this paper assesses two types of brand equity measures; customer mind-set measures (brand knowledge) and product-market performance measures (revenue premium). The results confirm that the customer mind-set measure captures cumulative brand-building effects better and offers diagnostic information. However, the revenue premium is found as a better choice for continuous tracking of brand equity because a) it reveals the true changes in brand equity; b) it is a practical and convenient measure since its data requirements are readily available; and, c) it flags any change in brand equity before the customer mind-set measure. Furthermore, product-market performance measure is found to precede the customer mind-set. This study also conducts the first empirical test of the well-known brand value chain model on real market data. Finally, operationalizing customer mind-set measure on real market data for the first time, this study confirms that advertising and distribution are positively associated with brand equity, while price promotion is negatively associated. By considering multiple measures, this study improves robustness of the findings as well as addressing marketing accountability issues.
Book Synopsis An Empirical Investigation of Brand Equity by : Nebojsa S. Davcik
Download or read book An Empirical Investigation of Brand Equity written by Nebojsa S. Davcik and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Strategy of Global Branding and Brand Equity by : Alvin Lee
Download or read book The Strategy of Global Branding and Brand Equity written by Alvin Lee and published by Routledge. This book was released on 2015-03-02 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Book Synopsis Dissertation Abstracts International by :
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2007 with total page 678 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Brand Equity and Brand Value by : Michael Burger
Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Developments in Marketing Science by : Academy of Marketing Science
Download or read book Developments in Marketing Science written by Academy of Marketing Science and published by . This book was released on 2008 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: Vols. for 1978- are the proceedings of the 2nd- annual conference of the Academy of Marketing Science.
Book Synopsis Re-Modeling the Brand Purchase Funnel by : Alexander Dierks
Download or read book Re-Modeling the Brand Purchase Funnel written by Alexander Dierks and published by Springer. This book was released on 2017-04-05 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers’ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model’s value add is investigated based on two survey-based studies from the automotive and the electricity industry. Using logistic regression analysis, the author uncovers insightful differences in the determinants of consumers’ purchase decisions depending on the stage of consideration set formation. The findings support the employment of the more nuanced funnel in brand management.
Book Synopsis The International Brand Valuation Manual by : Gabriela Salinas
Download or read book The International Brand Valuation Manual written by Gabriela Salinas and published by John Wiley & Sons. This book was released on 2009-09-15 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
Book Synopsis Integrating Customer-based Brand Equity with Brand Market Performance by : Ahmed H. Tolba
Download or read book Integrating Customer-based Brand Equity with Brand Market Performance written by Ahmed H. Tolba and published by . This book was released on 2006 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Measuring Brand Equity from Aggregate Sales Data by : Sudhir Voleti
Download or read book Measuring Brand Equity from Aggregate Sales Data written by Sudhir Voleti and published by . This book was released on 2015-06-04 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Creating Brand Equity written by and published by GRIN Verlag. This book was released on 2021-08-04 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Miscellaneous, grade: 1,0, University of Applied Sciences Trier, language: English, abstract: In a global world where countless functionally similar products are offered, there must be a suitable reference point by which the success of a company can be defined - the brand equity. The following work therefore aims to provide a comprehensive overview of brand equity and its creation, measurement and maintenance. 1989 California - This year saw the start of an eight-year experiment in the USA, in which an identical compact car was sold under two different brands: the Toyota Corolla and the Chevrolet Prizm. The Toyota Corolla was launched several years earlier and had already gained the trust of many consumers in terms of quality, thus benefiting from a positive brand equity. The Chevrolet Prizm, on the other hand, was a completely new name for consumers in the compact car class. Despite the same technical characteristics of both vehicles, the Prizm was consistently rated worse and the price of the car was also lower than the one of the Toyota Corolla. What does the experiment demonstrate?
Book Synopsis Exploration of Brand Equity Measures by : Rong Huang
Download or read book Exploration of Brand Equity Measures written by Rong Huang and published by . This book was released on 2008 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Monitoring the Dynamics of Brand Equity Using Store-Level Data by : S. Sriram
Download or read book Monitoring the Dynamics of Brand Equity Using Store-Level Data written by S. Sriram and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Management of brand equity has come to be viewed as critical to the optimal long-term performance of a brand. In this paper, we evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a brand. For this purpose, we use a random coefficients logit demand model calibrated on store-level scanner data to track brand equity estimates over time in two consumer packaged goods categories that experienced several new product introductions during the time period of our empirical investigation. Using these tracked measures, we also study the impact of marketing actions such as advertising, sales promotions, and product innovations on brand equity. We find that the brand equity estimates effectively capture the high equity of strongly positioned popular brands as well as brands that command a significant price premium in niche markets. Using an example, we illustrate how these brand equity estimates can be used to monitor changes in brand equity, which measures such as market share may fail to capture. Our substantive results indicate that advertising has a positive effect on brand equity in both the product categories whereas the effect of sales promotions is not significant in either category. Further, our results reveal that new product innovations have a positive impact on brand equity and can explain a significant proportion of its variation. Overall, our analysis shows a brand manager can track brand equity using store-level data, gain insights into the drivers of the brand's equity, and manage these drivers to achieve brand equity targets.
Book Synopsis Contrasting Multiple Models of Brand Equity's Role in Consumer Decision Making by : Heather Hilgenkamp
Download or read book Contrasting Multiple Models of Brand Equity's Role in Consumer Decision Making written by Heather Hilgenkamp and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, but no one method has been adopted as the ideal way to predict purchase intent and measure brand equity. The current research tested three theories-Social Exchange Theory (SET), Theory of Planned Behavior (TPB), and the Yoo and Donthu model-to see which is the best predictor of purchase intent and brand equity. SET assumes consumers weigh the costs and rewards of purchasing the product. TPB uses consumers' attitudes over purchasing the product, subjective norms of what others would do, and the perceived behavioral control consumers have in actually purchasing the product. The Yoo and Donthu model has been used most often of the three theories in measuring brand equity and includes measures of brand loyalty, perceived quality, brand awareness/associations, and overall brand equity. Study 1 assessed consumer durable products (TV and athletic shoes) and Study 2 assessed consumer non-durable products (soap and toothpaste). Consumers evaluated these products online based on a picture of the product, the brand name, price, customer reviews, quality ratings, and an advertisement and then indicated their likelihood to purchase the product. Theory of Planned Behavior was the best predictor of purchase intent across all four products assessed indicating that consumers look at external factors such as what others would do as well as how much control they have over purchasing the product as much as they consider their own attitudes.
Book Synopsis Development and Application of an IT Artifact Measuring Customer Based Brand Equity, Via Social Media Analytics by : Demitrios Pournarakis
Download or read book Development and Application of an IT Artifact Measuring Customer Based Brand Equity, Via Social Media Analytics written by Demitrios Pournarakis and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reaching into consumers' minds and extracting knowledge about their experience during consumer - brand interaction has been one of the dominating areas of research in marketing. Attempts to provide brand equity measurements based on the consumer perspective have seen light in literature, with prevailing methods focusing on the multidimensionality of the construct and using confirmatory factor analysis with structural equations modeling for evaluation of the models. An observed challenge in traditional measures of brand equity is that they are costly to obtain and have a certain lag. This paper addresses the need to shift towards a cross section organizational approach by utilizing big data techniques through mining and analyzing brand-related information from online social networks. We describe the design and evaluation of a conceptual model of ten steps that lays out a proposed method on how social media based brand equity measures could be optioned starting from a business perspective, the technical steps necessary to construct the measure, and conclude with how the results could be interpreted. To illustrate the validity of our model, we apply a multiple case study examining customer-based brand equity for the two leading mobile broadband carriers in North America: AT&T and Verizon. Results suggest that social media can be effectively mined to measure customer based brand equity and return of investment (ROI) of marketing campaigns. Our study contributes to both the marketing and information systems literature, by shedding light on the mechanisms governing the expressions of feelings related to brands in online social media. At the same time, we provide practitioners with an actionable method for measuring customer based brand equity in marketing campaigns.
