Consumer-Based Brand Equity

 Consumer-Based Company Equity Essay

Journal of Product & Manufacturer Management

Emerald green Article: Consumer-based brand collateral: improving the measurement scientific evidence Ravi Pappu, Pascale G. Quester, Ray T. Cooksey

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To cite this document: Ravi Pappu, Pascale G. Quester, Ray Watts. Cooksey, (2005), " Consumer-based brand value: improving the measurement - empirical evidence", Journal of Product & Brand Managing, Vol. 13 Iss: several pp. 143 - 154 Permanent connect to this doc: http://dx.doi.org/10.1108/10610420510601012 Downloaded on: 06-04-2012 References: This kind of document is made up of references to 66 other documents Info: This record has been cited by six other papers To copy this kind of document: [email protected] com This document have been downloaded 10965 times.

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Consumer-based brand value: improving the measurement – empirical proof Ravi Pappu

New Britain Business College, University of recent England, Armidale, Australia

Pascale G. Quester

School of Commerce, College or university of Adelaide, Adelaide, Quotes, and

Beam W Cooksey.

New Great britain Business School, University of New England, Armidale, Australia Subjective Purpose – The present exploration aims to improve the measurement of consumer-based company equity. Current measurement of consumer-based brand equity is suffering from limitations, which include: a lack of distinction between the dimensions brand consciousness and brand associations, the use of nondiscriminant symptoms in the way of measuring scales and of student trials. Design/methodology/approach – Based on the recommendations of extant study, the scale created to assess consumer-based brand equity with this study included brand persona measures. Company associations were measured by using a different group of items. As opposed to many of the past studies that had applied student selections, the present research used an example of real consumers by an Aussie state capital city. Confirmatory factor examination employing structural equations modeling was used to measure consumer-based brand value in two product groups and around six brands. Findings – Results support the hypothesised four-dimension type of consumer-based company equity across two product categories and six brands. Brand understanding and company associations were found to become two unique dimensions of brand equity since conceptualised in the marketing materials. The present study contributes to the understanding of consumer-based brand collateral measurement by simply examining the dimensionality of this construct. Originality/value – The main contribution with the present research is that it gives empirical evidence of the multidimensionality of consumerbased brand fairness, supporting Aaker's and Keller's conceptualisation of brand name equity. The current research also enriched consumer-based brand equity measurement by incorporating the brand personality measures, while recommended by simply...

Citations: Advantages and history

Building brand equity is regarded as an important a part of brand building (Keller, 1998)

Conceptual domain of consumer-based brand value

The present exploration conceptualises manufacturer equity in accordance with Aaker (1991) and Keller (1993) based upon consumer awareness

Method

The current research is element of larger examine that looked into the human relationships between consumer-based brand equity and country-of-origin effects (Pappu, 2003)

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