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)...