In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal

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,...