Measuring Brand Equity: Proposal for Conceptual and Methodological Improvements

Mesure du capital marque: proposition d'une amélioration conceptuelle et méthodologique

Philippe Jourdan () and A. Jolibert
Additional contact information
Philippe Jourdan: IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
A. Jolibert: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: The purpose of this article is to come up with an individual measure of brand equity, based on consumers preferences and choices. Using the customer-based brand equity definition and valuation method, initially proposed by Park and Srinivasan, the authors put forwards two improvements, one conceptual, the other methodological. A survey-based results on 32 brands, comparing laboratory data and panel data, shows that the revised method has a better internal and external validity. The corrected brand equity construct is indeed better correlated to other constructs related to brand strength, such as market share and distribution indices. Last but not least, the Logit model, elaborated upon the revised construct, leads to a satisfactory prediction of choice shares, attesting that the proposed approach has a good predictive validity.

Date: 2002
Note: View the original document on HAL open archive server: https://hal.science/hal-01134675v1
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Actes du XVIème Congrès de l'AFM, sous la direction de Michon R., Jean-Charles Chebat, F. Colbert, 2002, Montréal, Canada

Downloads: (external link)
https://hal.science/hal-01134675v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01134675

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().