Brand equity and store brand tiers: An analysis based on an experimental design

The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands.

Brand equity and store brand tiers: An analysis based on an experimental design

Óscar González-Benito and Mercedes Martos-Partal

Universidad de Salamanca

Mariana Fustinoni-Venturini

Boticario Group and Universidad de Salamanca

Introduction

Recent marketing research devotes considerable attention to brand equity, especially customer-based brand equity (e.g. Erdem & Swait 1998; Netemeyer et al. 2004; Washburn et al. 2004). Creating and managing brand equity represents a priority for companies of all sizes, in various industries and in different markets (Keller 2000). Strong brands offer an important, intangible asset (Kotler & Armstrong 1995) that grants firms a marginal cash...

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