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...