search query: @author Reynolds, T. J. / total: 6
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| Author: | Reynolds, T. J. Phillips, C. B. |
| Title: | In search of true brand equity metrics: all market share ain't created equal |
| Journal: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 171-186 |
| Index terms: | brands |
| Language: | eng |
| Abstract: | The elusive notion of brand equity is operationalized in a share tiering framework with a combination of several constructs: relative barrier or brand price, brand quality perceptions, brand purchase loyalty and self-report future brand purchase trend. The cola category is used as example to illustrate recommended measures for the "share tiering" approach to brand equity measurement. |
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