haku: @author Swait, J. / yhteensä: 4
viite: 3 / 4
| Tekijä: | Swait, J. |
| Otsikko: | The equalization price: a measure of consumer-perceived brand equity |
| Lehti: | International Journal of Research in Marketing
1993 : MAR, VOL. 10:1, p. 23-45 |
| Asiasana: | CONSUMER CHOICE MEASUREMENT BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Building upon the ideas of information economics and market signalling theory, a formal conceptual framework for explaining the creation, management, transfer and measurement of brand equity has been proposed by Erdem and Louviere. The research presented in this paper is a first step in the operationalization of that framework by developing a method for the measurement of brand equity that is built upon a theory of consumer behavior. Specifically, designed choice experiments that account for brand name, product attributes, brand image and consumer heterogeneity effects are proposed as the method for quantifying a brand equity measure called the Equalization Price. |
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