Measuring customer-based brand equity

Walfried Lassar, Banwari Mittal, Arun Sharma, "Measuring customer-based brand equity", Emerald 12, (1995) 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. Prof Alfred Admin (25 Sep 2012) To address this gap, this paper brings together the scattered literature on consumer based brand equitys conceptualisation and measurement. Measures of consumer based brand equity are classified as either direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.

Brand Values Related to Industrial Products

Paul Michell, Jacqui King, Jon Reast In Industrial Marketing Management, Volume 22, Shipley and Howard [1] showed, in fieldwork conducted in 1988, that brand names provide powerful benefits for, and are used extensively by, industrial marketers. The current study, with data from 1997, in part replicates research on their two primary propositions, and extends the enquiry to establish whether industrial firms in the 1990s agree with the basic tenets of brand value theory. There is wide usage of brand strategies, and wide agreement that product and corporate branding are key contributors to successful performance as sources of competitive advantage. Moreover, industrial firms attribute a brand's strength partly to its intangible associations, corroborating much of the consumer goodsderived theory on brand equity.

Factors influencing consumer perceptions of brand trust online

Hong-Youl Ha, (2004) "Factors influencing consumer perceptions of brand trust online", Journal of Product & Brand Management, Vol. 13 Iss: 5, pp.329 342 Unlike the traditional bricks-and-mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with Web companies they trust. This study examines how brand trust is affected by the following Web purchase-related factors: security, privacy, brand name,

word-of-mouth, good online experience, and quality of information. The author argues that not all e-trust building programs guarantee success in building brand trust. In addition to the mechanism depending on a program, building e-brand trust requires a systematic relationship between a consumer and a particular Web brand. The findings show that brand trust is not built on one or two components but is established by the interrelationships between complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge.

Using free association to examine the relationship between the characteristics of brand associations and brand equity
Arthur Cheng-Hsui Chen, (Department of Business Administration, National Yunlin University of Science and Technology, Yunlin, Taiwan) The purposes of this study are to identify the types of brand association and examine the relationship between association characteristics and brand equity. Based on a literature review, two types of brand association are identified. One is product association including functional attribute association and nonfunctional attribute association. The other is organizational association including corporate ability association and corporate social responsibility association. An empirical study measures the numbers of association, deriving from free association, and examines its differences between three pairs of high and low equity brands. We found that the corporate social responsibility association is almost absent across four high equity brands from subjects free associations. Based on the other three contents of brand association, we use its total number of association to identify the orientation of association for each brand. The results are the same as that of using the favorable association. In addition, we also found that the number of brand association and total association have a significant relationship with brand equity. But the core of the brand association, instead of total association, is the key factor of driving brand equity building. The greater the numbers of the core brand association, the higher the brand equity. However, there is no significant difference for the other brand associations between the high and low equity brands. Marketers should develop the core association to position its brand strategy to create competitive advantages.

Determinants of the brand equity: A verification approach in the beverage industry

Eda Atilgan, (Department of Business Administration, Akdeniz University, Antalya, Turkey), Safak Aksoy, (Department of Business Administration, Akdeniz University, Antalya, Turkey), Serkan Akinci, (Department of Business Administration, Akdeniz University, Antalya, Turkey) This research study aims to examine the practicality and application of a customer-based brand equity model, based on Aaker's well-known conceptual framework of brand equity. The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions.