Brand Equity, Consumer Learning and Choice

Tulin Erdem (), Susan Broniarczyk, Dipankar Charavarti, Jean-Noel Kapferer, Michael Keane (), John Roberts, Jan-Benedict Steenkamp, Joffre Swait and Florian Zettelmeyer

MPRA Paper from University Library of Munich, Germany

Abstract: The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general, and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.

Keywords: Brand equity; dynamic choice; consumer learning; brand management; brands on the Internet; store brands (search for similar items in EconPapers)
JEL-codes: C35 L2 M3 (search for similar items in EconPapers)
Date: 1999
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (34)

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/53022/1/MPRA_paper_53022.pdf original version (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:pra:mprapa:53022

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().