Huang and Sarigöllü

Assessment of brand equity measures

Rong Huang

Shanghai University of Finance and Economics

Emine Sarigöllü

McGill University

Introduction

Brand equity continues to be a popular research topic. Although alternative brand equity measures have been proposed, a systematic investigation of them is lacking (Keller & Lehmann 2006). The current research addresses this gap. In particular, this study focuses on two main types of brand equity measure: customer mind-set and product-market performance, and explores the following questions: How do their empirical performances compare? Does customer mind-set provide better diagnostic information than product-market performance measure? Does customer mind-set predict product-market performance? Do these measures capture response to marketing action the same way?