Brand equity research paper
Urban (1988) “modeling multiattribute utility, risk and belief dynamics for new consumer durable brand choice” management science 34(february):167– scholarsethuraman, raj (1995) “national brand and store brand competition: who hurts whom? Hoch (1996) “consumption vocabulary and preference formation” journal of consumer research 23(september):120– scholarcopyright information© kluwer academic publishers 1999authors and affiliationstülin erdem1joffre swait2susan broniarczyk3dipankar chakravarti4jean-noël kapferer5michael keane6john roberts7jan-benedict e.
Journal of consumer research 18, 284– scholarmanski, charles (1977) “the structure of random utility models” theory and decision 8:229– scholarmcfadden, daniel (1981) “econometric models of probabilistic choice” in c. And david harding (1996) “brands versus private labels: fighting to win, ” harvard business review 74(january-february):99– scholarrangaswamy, arvind, raymond r.
Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. Steenkampflorian ctthe aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the internet.
Russell (1993) “measuring brand value with scanner data” international journal of research in marketing 10(1):9–22google scholarkapferer, jean-noel (1997) strategic brand management: creating and sustaining brand equity long term (2nd edition) london: kogan scholarkeller, kevin l. 1993) “conceptualizing, measuring, and managing consumer-based brand equity” journal of marketing 57:1– scholarklayman, joshua and young-won ha (1987) “confirmation, disconfirmation, and information in hypothesis testing” psychological review 94 (april): 317– scholarkrishnan, h.
Structural analysis of discrete data with econometric applications, cambridge, ma: mit press, 198– scholarmcfadden, daniel (1986) “the choice theory approach to market research” marketing science 5(4):275– scholarmcqueen, josh (1991), “leveraging the power of emotion in building brand equity, ” arf third annual advertising and promotion workshop, february 5– scholarmorrison, pamela d. Dekimpe (1997) “the increasing power of store brands: building loyalty and market share” long range planning 30(6):917– scholarswait, joffre and jordan louviere (1993) “the role of the scale parameter in the estimation and comparison of multinomial logit models” journal of marketing research 30:305– scholarswait, joffre and moshe ben-akiva (1987a) “incorporating random constraints in discrete models of choice set generation”, transportation research b 21b(2):91– scholarswait, joffre and moshe ben-akiva (1987b) “empirical test of a constrained choice discrete model: mode choice in sao paulo”, transportation research b 21b(2):103– scholarswait, joffre and wiktor adamowicz (1998) “the effect of choice environment and task demands on consumer behavior: discriminating between contribution and confusion”, working paper, dept.
1995) “decision ambiguity and incumbent brand advantage” journal of consumer research 22(june):98– scholarpark, chan su and v. Russell (1991) “measuring consumer perceptions of brand quality with scanner data: implications for brand equity” marketing science institute report no 91–122 (october), cambridge, ma: marketing science scholarkamakura, wagner a.
We propose an agenda of research based on this amplified equity dynamic choice consumer learning brand management brands on the internet store brands previewunable to display preview. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics.
Roberts (1998) “matching electronic distribution channels to product characteristics: the role of congruence in consideration set formation” journal of business research 41 (march):223–229google scholarmuthukrishnan, a. 240 brands belonging to 48 categories were selected for the study on the basis of a survey concerning their recognition.
We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. Seenu srinivasan (1994) “a survey-based method for measuring and understanding brand equity and extendibility” journal of marketing research 21:271– scholarpark, c.
And nakamoto, kent (1989) “consumer preference formation and pioneering advantage”, journal of marketing research, 26(3):285– scholarcrocker, jennifer (1981) “judgment of covariation by social perceivers, ” psychological bulletin 90(september): 272– scholarelrod, terry and michael p. Oliva (1993) “brand equity and the extendibility of brand names” international journal of research in marketing 10(1):61– scholarroberts, john h.
Alba (1994b), “the importance of the brand in brand extension, ” journal of marketing research, 31 (may):214– scholarcarpenter, gregory s. Sullivan (1993) “the measurement and determinants of brand equity: a financial approach” marketing science 12(1):28– scholarsnyder, mark and william b.
Shanker (1996) “characteristics of memory associations: a consumer-based brand equity perspective” international journal of research in marketing 13:389– scholarkrishnan, h. Han, and yugi ijiri (1991) “recognizing and measuring brand assets” marketing science report no 91–119 (july) cambridge: marketing science scholargönül, füsun and kannan srinivasan (19966), “estimating the impact of consumer expectations of coupons on purchase behavior: a dynamic structural model, ” marketing science 15(3):262– scholarhensher, david, jordan louviere and joffre swait (1999) “combining sources of preference data” journal of econometrics,87(1–2): scholarhoch, stephen j.
Shocker (1996) “composite branding alliances: an investigation of extension and feedback effects, ” journal of marketing research, 33(november): 453– scholarquelch, john a. Product category turned out to be a moderator of the relationship between brand equity and brand wunable to display preview.