An approach to the measurement, analysis, and prediction of brand equity and its sources

• المؤلفون الرئيسيون: Srinivasan, V. Seenu, Park, Chan Su, CHANG, Dae Ryun
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2005
• الموضوعات: brand; brand equity; brand choice; cellular telephones; Business Administration, Management, and Operations
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/2931; https://mansci.journal.informs.org/cgi/reprint/51/9/1433

The authors propose a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The increm...