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...

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