Consumer-Based Brand Equity
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
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.
Use of this doc was naturally through an Emerald subscription furnished by University of Strathclyde For Authors: If you would like to write for this, or any different Emerald newsletter, then you should use our Emerald pertaining to Authors services. Information about how to choose which publication to write pertaining to and submitter guidelines are around for all. Additional help for authors can be bought for Emerald green subscribers. Much more www.emeraldinsight.com/authors for additional information. About Emerald www.emeraldinsight.com With over forty years' knowledge, Emerald Group Publishing is known as a leading 3rd party publisher of worldwide research with impact in business, society, community policy and education. As a whole, Emerald posts over 275 journals and more than 145 book series, as well as an extensive range of on the web products and services. Emerald green is the two COUNTER several and COPY compliant. The business is a partner of the Panel on Newsletter Ethics (COPE) and also works together with Portico as well as the LOCKSS project for digital archive upkeep. *Related content material and download information right at moments of download.
Consumer-based brand value: improving the measurement вЂ“ 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 вЂ“ 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 вЂ“ 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. Conп¬Ѓrmatory factor examination employing structural equations modeling was used to measure consumer-based brand value in two product groups and around six brands. Findings вЂ“ 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 вЂ“ 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
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)