haku: @freeterm BRAND EQUITY / yhteensä: 26
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| Tekijä: | Chaudhuri, A. |
| Otsikko: | How brand reputation affects the advertising-brand equity link |
| Lehti: | Journal of Advertising Research
2002 : MAY/JUN, VOL. 42:3, p. 33-43 |
| Asiasana: | Advertising Consumers |
| Vapaa asiasana: | Brand equity Models USA |
| Kieli: | eng |
| Tiivistelmä: | A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Brands are used as the unit of analysis in determining the relationships btw. consumer-level perceptions of brands and market-level data on brand advertising and brand equity outcomes such as market share and relative price. Path analysis of the brand-level data strongly validates the model. In addition, it is shown that brand reputation is separate construct from brand attitudes, performing better than brand attitudes in explaining the effect of brand advertising on brand equity outcomes. |
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