What Affects Brand Equity: The Precise Measurement With Consumer Choice Model

Natalia Kochkina (), Olga Novikova () and Dmitriy Potapov
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Natalia Kochkina: National Research University Higher School of Economics
Olga Novikova: National Research University Higher School of Economics

HSE Working papers from National Research University Higher School of Economics

Abstract: This paper investigates how different marketing variables (advertising, sales promotion and product assortment) affect brand equity. First, we assess weekly dynamics of brand equity intercepts using discrete choice model based on disaggregate store-level scanner data. Then we use these estimates as the dependent variable to study the impact of different marketing instruments. This paper contributes to the field basically in two ways: we measured brand equity of heterogeneous product taking into account its variety both on choice modeling stage and brand equity drivers estimation stage; we have got quite precise estimates because were able to exploit very detailed data about choices and marketing instruments. Our research reveals that share of voice of TV commercials affects brand equity positively and promotion intensity – negatively. Expanding product assortment, companies may enlarge brand equity by increasing the number of SKUs in large-format stores.

Keywords: brand equity; scanner data; marketing-mix instruments; product assortment (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Pages: 20 pages
Date: 2014
New Economics Papers: this item is included in nep-dcm, nep-ipr, nep-pr~ and nep-mkt
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Published in WP BRP Series: Management / MAN, October 2014, pages 1-20

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Persistent link: https://EconPapers.repec.org/RePEc:hig:wpaper:26man2014

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