In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
Thomas J. Reynolds and Carol B. Phillips
The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend.
In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
Thomas J. Reynolds
Professor Emeritus University of Texas at Dallas
Carol B. Phillips
BrandAmplitude, LLC
INTRODUCTION
Much has been written of late about the holy grail of marketing,...
