Assessment of brand equity measures

Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking.
Huang and Sarigöllü

Assessment of brand equity measures

Rong Huang

Shanghai University of Finance and Economics

Emine Sarigöllü

McGill University

Introduction

Brand equity continues to be a popular research topic. Although alternative brand equity measures have been proposed, a systematic investigation of them is lacking (Keller & Lehmann 2006). The current research addresses this gap. In particular, this study focuses on two main types of brand equity measure: customer mind-set and product-market performance, and explores the following questions: How do their empirical performances compare? Does customer mind-set provide better diagnostic information than product-market performance measure? Does customer mind-set predict product-market...

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