Description and Prescription
Andrew Ehrenberg
The controversy continues. Dyson, Farr, and Hollis, and Baldinger and Rubinson (Dyson, Farr, and Hollis, 1997; Baldinger and Rubinson, 1997) have responded to my doubts and criticisms (1997a) of their search for the Holy Grails of either Brand Equity or Attitudes-Predicting-Behavior (Dyson, Farr, and Hollis, 1996; Baldinger and Rubinson, 1996). Their points include:
- That there is a need for some kind of Brand Equity concept (eg, 'Strong' and 'Weak' brands).
- That prescription is preferable to ...