How Brand Reputation Affects the Advertising-Brand Equity Link

Arjun Chaudhuri

A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes.

How Brand Reputation Affects the Advertising-Brand Equity Link

Arjun ChaudhuriFairfield University

Reputation, reputation, reputation! O, I have lost my reputation! I have lost the immortal part of myself, and what remains is bestial. My reputation, Iago, my reputation! (Othello, II, 3)

Brand reputations, like those of people, are of immense value to corporations. Research to date has examined how people form perceptions of a company's reputation (Fombrun and Shanley, 1990; Fombrun, 1996), the effect of...

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