haku: @author Russell, G. J. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Kamakura, W. A. Russell, G. J. |
| Otsikko: | Measuring brand value with scanner data |
| Lehti: | International Journal of Research in Marketing
1993 : MAR, VOL. 10, p. 9-22 |
| Asiasana: | BRANDS MEASUREMENT CONSUMER CHOICE |
| 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. The authors illustrate these measures in a study of the power laundry detergent category and relate the results to strategic variables (order entry and cumulative advertising expenditures). Behaviorally based measures of brand valuation are proposed , which view brand equity from different stages of the consumer decision process. This approach provides a measure of consumer value based upon actual choice behavior in the market place. |
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