Measuring brand power: validating a model for optimizing brand equity

Emerald - Tập 8 Số 3 - Trang 170-184 - 1999
WoonBong Na1, RogerMarshall2, KevinLane Keller3
1Assistant Professor, Department of Advertising, School of Business, Pusan University, Pusan, South Korea
2Associate Professor, Nanyang Business School, Nanyang Technological University, Singapore
3E.B. Osborn Professor of Marketing, Amos Tuck School of Business Administration, Dartmouth College, New Hampshire, USA

Tóm tắt

Rather than taking the more traditional approach of measuring brand equity for accounting or strategic reasons, the approach taken here is concerned with optimizing brand equity through parsimonious manipulation of the marketing mix. To this end a macro‐model is first developed; this model is then operationalized and tested (in terms of predicted versus actual brand share) in three Korean markets. The contribution of the paper lies in the development of a methodology through which management can efficiently build brand power in their markets. The statistical methods (factor analysis and preference regression) are commonly used in commercial research and the research requirements to build such a model are quite modest – the proposed model makes a theoretical contribution but can also be used as a practical managerial tool.

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Emerald

Tập 8 Số 3

170-184

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