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


The logic...

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