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An empirical comparison of consumer-based measures of brand equity

An empirical comparison of consumer-based measures of brand equity This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a simulated shopping environment, as well as purchase-intention and brand-quality scales. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Letters Springer Journals

An empirical comparison of consumer-based measures of brand equity

Marketing Letters , Volume 7 (3) – Sep 25, 2004

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References (19)

Publisher
Springer Journals
Copyright
Copyright
Subject
Business and Management; Marketing
ISSN
0923-0645
eISSN
1573-059X
DOI
10.1007/BF00435740
Publisher site
See Article on Publisher Site

Abstract

This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a simulated shopping environment, as well as purchase-intention and brand-quality scales.

Journal

Marketing LettersSpringer Journals

Published: Sep 25, 2004

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