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

Thomas J. Reynolds and Carol B. Phillips

Journal of Advertising Research, 2005, vol. 45, issue 02, pages 171-186

Abstract: 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. This general measurement framework for true brand equity when applied longitudinally permits the evaluation of markerting ROI. Recommended measures for the share tiering approach to brand equity measurement are illustrated using the cola category as an example.

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