haku: @indexterm SEGMENTATION / yhteensä: 227
viite: 173 / 227
| Tekijä: | Kamakura, W. Russell, G. |
| Otsikko: | Measuring brand value with scanner data |
| Lehti: | International Journal of Research in Marketing
1993 : MAR, VOL. 10:1, p. 9-22 |
| Asiasana: | BRANDS MEASUREMENT SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | Using actual consumer choice data from a single-source scanner panel, the authors construct two measures of brand value which capture different aspects of brand equity. Brand Value measures perceived quality, the value assigned by consumers to the brand, after discounting for current price and recent advertising exposures. Brand Intangible Value isolates the component of brand value which cannot be directly attributed to the physical product, thus measuring the value created by such factors as brand name associations and perceptual distortions. |
SCIMA