Measuring customer‐based brand equity

Emerald - Tập 12 Số 4 - Trang 11-19 - 1995
Walfried Lassar1, Banwari Mittal2, Arun Sharma3
1Assistant Professor of Marketing at the University of Miami, Florida.
2Associate Professor of Marketing at Northern Kentucky University, Highland Heights, Kentucky, USA.
3Associate Professor of Marketing at the University of Miami, Florida.

Tóm tắt

Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer‐based brand equity scale generally had higher prices. Discusses the implications for managers.

Tài liệu tham khảo

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Emerald

Tập 12 Số 4

11-19

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