A new measure of brand attitudinal equity based on the Zipf distribution

In this paper the authors present a parsimonious measure of attitudinal equity for all brands in a survey at respondent level.
  

A new measure of brand attitudinal equity based on the Zipf distribution

Jan Hofmeyr, Victoria Goodall and Martin BongersSynovate's Brand and Communications Practice

Paul HoltzmanSynovate's Statistical and Modeling Services

INTRODUCTION

The logic of much brand loyalty research can be described quite simply:

  • Define a survey measure of brand strength that can be used as a dependent variable against which to model.

  • Define further measures representing factors such as marketing initiatives, touchpoint experiences or brand characteristics that may impact on brand strength.

  • Explore models to quantify the link between brand strength (as defined)...

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