three essays exploring consumers' relationships with brands and the implications for brand equity

186 255 0
three essays exploring consumers' relationships with brands and the implications for brand equity

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Thông tin tài liệu

THREE ESSAYS EXPLORING CONSUMERS’ RELATIONSHIPS WITH BRANDS AND THE IMPLICATIONS FOR BRAND EQUITY DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Randle D Raggio, M.B.A., M.A ***** The Ohio State University 2006 Dissertation Committee: Approved by Professor Robert P Leone, Adviser Professor Neeli M Bendapudi Professor Patricia M West Adviser Business Administration Graduate Program Copyright by Randle D Raggio 2006 ABSTRACT During the past 15 years, brand equity has been a priority topic for both practitioners and academics Despite the attention it has received during this period, no consistent measure of brand equity has been adopted In Chapter 2, I propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand Such a distinction is important because, from a managerial perspective, the ultimate goal of brand equity research should be to understand how to leverage equity to create value In Chapter 3, I develop a measure of brand equity that is consistent with the framework introduced in the previous chapter, but is based on an empirical procedure that utilizes the loadings produced by an unconstrained factor analysis model that is applied to binary consumer response data collected by the Procter & Gamble Company (P&G) for brands from four product categories and five countries (17 total markets) P&G’s survey consists of hundreds of questions, which give a general idea of how favorable consumers' beliefs are about brands What these questions not provide is any insight concerning how consumers arrive at those beliefs, important information that ii brand managers were lacking This chapter introduces an empirical procedure to identify which sources consumers use to develop their beliefs about brands, i.e., high-level brand or detailed attribute sources, and the implications for brand management From these sources, I then develop a measure of brand equity based on consumers' use of the highlevel brand source and show that a significantly smaller number of questions can produce a measure of brand equity that correlates highly with that produced by P&G's current system The benefit to marketing management is the implication that by using the approach described in this paper, other companies also can better understand where their consumers’ brand beliefs come from, and now can develop a measure of brand equity that does not require a large complex instrument In Chapter 4, I seek to understand the strategic implications of the mental sources of information consumers draw from to develop their beliefs about the benefits that brands deliver, as described in Chapter The general hypothesis is that the level of information that consumers currently use to develop their brand beliefs (high-level brand information or detailed attribute information) will moderate the impact of new information, such that a strategic advantage exists for brands when consumers currently use one of the sources instead of the other The results from Chapter demonstrated that the high-level brand source is more closely related to a measure of brand equity The question remains whether the outcomes that are supposed to accrue to a brand with high equity (especially those of greater loyalty and less vulnerability) empirically can be linked with either the high-level or detailed attribute source Chapter describes an iii experiment to test whether consumers’ current use of the high-level brand source or detailed attribute source is associated with less vulnerability to new (negative) information What this study finds is that when subjects receive negative brand-level information second, it has a greater negative impact on overall brand evaluation if the initial information they possess about the brand is also at a brand level Since the second brand-level information does not specifically contradict the initial attribute-level information, consumers would be left to determine the extent to which they will let the new non-performance related information impact their overall brand evaluations On the contrary, when consumers are faced with negative brand-level information that directly contradicts existing brand-level information stored in memory, it is reasonable that this new information would be assimilated with the old, and the overall evaluation fall The results not support a general prophylactic effect of the brand source, but are consistent with existing brand theory and provide a strong foundation for future research iv ACKNOWLEDGMENTS I wish to thank my family, Noel, Jenna and Jack, for their willingness to join me on this journey The completion of this dissertation is a testament to their faithful love, support, and encouragement Words are inadequate to express the love and appreciation I feel for them For all of their teaching, mentoring, encouragement, and support, I wish to thank Neeli Bendapudi and Pat West, and extend a special note of thanks to Michael Browne for his feedback and guidance through the development of the RAMONA statistical procedure Bob Leone deserves special recognition as an adviser, mentor, guide, and collaborator His constant encouragement sustained me in times of doubt and his willingness to share his wisdom and experience has helped me navigate the often tortuous course I have learned much more than marketing or research from him, and my future colleagues and students will benefit from his influence I am forever indebted to Jim Morrison, who, as a graduate teaching assistant at the University of Southern Mississippi, ignited within me a passion for reading and writing, v and to David Rados, who, as a professor at Vanderbilt University, helped me discover a love of marketing Without the influence of either of these, this journey never would have begun Many thanks to those students who preceded me into the program and guided the way: Yancy Edwards, Sam Min, Tim Gilbride, Priyali Rajagopal, and Ling-Jing Kao; and to those who joined in the journey along the way: Jenny Klett, Sandeep Rao, and Jeff Dotson, with special thanks to Nicole Votolato and Doug Bosse for their friendship, encouragement, collaboration and support The data for Chapter came from the Procter and Gamble Company through the generous efforts of Andreas Onnen and John Myers; I am grateful for their insights and guidance during the development and implementation of the procedure vi VITA February 7, 1969 Born – New Orleans, Louisiana 1991 B.S.B.A., Management Information Systems, University of Southern Mississippi 1991-1994 Information Systems Consultant, Andersen Consulting, New Orleans, Louisiana 1994-1995 Information Systems Consultant, Raggio & Associates, Mandeville, Louisiana 1997 M.B.A., Vanderbilt University 1996-1997 Marketing Manager, Kidpower, Brentwood, Tennessee 1997-1999 Marketing Director, Kidpower, Brentwood, Tennessee 1999-2002 Instructor, Belmont University College of Business Administration, Nashville, Tennessee 2000-2002 Director of Graduate Programs, The Jack C Massey Graduate School of Business, Belmont University, Nashville, Tennessee 2002-present Graduate Teaching and Research Associate, Department of Marketing and Logistics, The Ohio State University FIELDS OF STUDY Major Field: Business Administration Minor Field: Quantitative Psychology vii TABLE OF CONTENTS Page Abstract……………………………………………………………………………… ii Acknowledgments…………………………………………………………………… v Vita…………………………………………………………………………………… vii List of Tables ………………………………………………………………………… xi List of Figures………………………………………………………………………… xiii Chapters: Introduction…………………………………………………………………… Implications of the Theoretical Separation of Brand Equity and Brand Value… 2.1 Introduction……………………………………………………………… 2.2 Why Did Researchers Gravitate to Outcomes? 2.3 What’s Wrong With Using Outcome Measures? 2.3.1 Not specific to a particular market, usage occasion or group of consumers……………………………………………….… 11 2.3.2 Ignores non-customers and future potential………………… 12 2.3.3 Makes Incorrect Comparisons………………………………… 14 2.3.4 Assumes same goals/objectives across firms……………… 17 2.3.5 Puts emphasis on short-term effects that may be “vulnerable” 18 2.4 Non-Outcome Measures Also Present Theoretical Problems………… 19 2.5 Additional Considerations…………………………………………… 21 2.6 Developing a New Theory of Brand Equity and Brand Value…….…… 22 2.6.1 Brand Equity vs Brand Value………………………………… 22 2.6.2 Brand Value…………………………………………………… 27 2.6.3 Brand Equity…………………………………………………… 40 2.6.3.1 Brand Equity Defined……………………………… 43 2.6.3.2 Thresholds…………………………………………… 48 viii 2.6.3.3 Private Label………………………………………… 2.7 The Proposed Brand Equity Conceptual Model .……… 2.8 The Model……………………………………………………………… 2.9 Conclusion and Future Research Opportunities ……………………… 50 52 56 61 Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs Into Brand and Attribute Sources…………………………………………… 66 3.1 Introduction……………………………………………………………… 66 3.2 Sources of Consumers’ Brand-Benefit Beliefs…………………………… 70 3.2.1 Sources of Brand Ratings Conceptualization………………… 71 3.2.2 Prior Theoretical Literature……………………………………… 74 3.3 The Model………………………………………………………… 78 3.3.1 Ratings Scales Versus Check Boxes…………………… 82 3.3.2 Simulation Studies……………………………………… 83 3.3.3 Model Reliability and Stability………………………… 92 3.3.4 Estimation……………………………………………… 99 3.4 Data……………………………………………………………………… 100 3.5 Results………………………………………………………………… 101 3.5.1 Scenarios………………………………………………………… 102 3.5.2 Case Examples………………………………………………… 105 3.6 Brand Benefit Loading Relationship With Equity……………………… 110 3.7 Discussion………………………………………………………………… 115 3.7.1 Summary of Findings and Discussion………………………… 115 3.7.2 Conclusions………………………………………………….… 117 3.7.3 Further Research……………………………………………… 119 The Moderating Effect of Source of Prior Information on the Impact of New Information…………………………………………………………………… 122 4.1 Overview………………………………………………………………… 4.2 Background and Rationale……………………………………………… 4.3 Pre-Test Procedures……………………………………………………… 4.3.1 Research Design……………………………………………… 4.3.2 Sample………………………………………………………… 4.3.3 Measurement/Instrumentation………………………………… 4.3.4 Data Analysis………………………………………………… ix 122 123 125 125 128 128 129 157 158 159 160 161 162 163 BIBLIOGRAPHY Aaker, David A (1991), Managing Brand Equity, New York: Free Press (1996), Building Strong Brands, New York: The Free Press Agarwal, Manoj K., and Vithala R.Rao (1996), “An Empirical Comparison of ConsumerBased Measures of Brand Equity.” Marketing Letters, (3) 237-47 Ailawadi, Kusum L., Donald R Lehmann, and Scott A Neslin (2001), “Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy,” Journal of Marketing, Vol 65 (Jan.), 44-61 , , and (2003), “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing, Vol 67 (October), 1-17 Alba, Joseph W and J Wesley Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, Vol 13 (Mar.), 411-454 Allenby, Greg M and James L Ginter (1995), “Using extremes to design products and segment markets,” Journal of Marketing Research, Vol 32 (Nov.), 392-403 Ambler, Tim (1997), “How Much of Brand Equity is Explained by Trust.” Management Decision, 1997, 35 (3), 283-93 Amine, Abdelmajid (1998), “Consumers’ True Loyalty: The Central Role of Commitmment.” Journal of Strategic Marketing, 6, 305-19 Anderson, T.W and H Rubin (1956), “Statistical Inference in Factor Analysis,” in Proceedings of the Third Berkeley Symposium on Mathematical Statistics and Probability, J Neyman, ed Berkeley, CA: University of California Press, 111-150 Bagozzi, Richard P and Youjae Yi (1993), “Multitrait-Multimethod Matrices in Consumer Research: Critique and New Developments,” Journal of Consumer Psychology, (2), 143-170 Barney, Jay B (1986), “Strategic Factor Markets: Expectations, Luck and Business Strategy.” Management Science, 42, 1231-41 164 (1991), “Firm Resources and Sustained Competitive Advantage.” Journal of Management, 17 (March), 99-120 Barth, Mary E., Michael B Clement, George Foster and Ron Kasznik (1998), “Brand Values and Capital Market Valuation,” Review of Accounting Studies, Vol 3, 4168 Barwise, T.P and A.S.C Ehrenberg (1985), “Consumer Beliefs and Brand Usage,” Journal of the Market Research Society, 27 (2), 81-93 Barwise, Patrick, Christopher Higson, Andrew Likierman, and Paul Marsh (1990), “Brands as Separable Assets,” Business Strategy Review, Vol (Summer), 43-59 Beckwith Neil E and Donald R Lehmann, (1975), “The Importance of Halo Effects in Multi-Attribute Attitude Models,” Journal of Marketing Research, Vol 12 (Aug.), 265-275 Blattberg, Robert C and John Deighton (1996), “Manage Marketing by the Customer Equity Test,” Harvard Business Review, Vol 74 (Jul/Aug ), 4, 136-144 , Gary Getz and Jacquelyn S Thomas (2001), Customer Equity: Building and Managing as Valuable Assets Boston: Harvard Business School Press Bollen, Kenneth A and Pamela Paxton (1998), “Detection and Determinants of Bias in Subjective Measures,” American Psychological Review, 63 (June), 465-478 Broniarczyk, Susan M and Andrew D Gershoff (2003), “The Reciprocal Effects of Brand Equity and Trivial Attributes,” Journal of Marketing Research, Vol 40 (May), 161-174 Bronnenberg, Bart J and Luc Wathieu (1996), “Asymmetric promotion effects and brand positioning,” Marketing Science, Vol 15, Issue 4, 379-394 Browne, Michael W and G Mels (1998) “Path Analysis: RAMONA,” in SYSTAT for Windows: Advanced Applications (Ver 8) Evanston, IL: SYSTAT, 607-665 Chaudhuri, Arjun and Morris B Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol 65 (Apr.), 81-93 Chintagunta, Pradeep K (2002), “Investigating Category Pricing Behavior at a Retail Chain,” Journal of Marketing Research, Vol 39 (May), 141-154 165 Clifton, Rita and John Simmons (eds.) (2004), Brands and Branding Princeton, NJ: Bloomberg Press Dawar, Niraj and Madan M Pillutla (2000), “Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations,” Journal of Marketing Research, Vol 37 (May), 215-226 Day, George S., Allan D Shocker, and Rajendra K Srivastava (1979), “CustomerOriented Approaches to Identifying Product Markets,” Journal of Marketing, Vol 43 (Fall), 8-19 DelVecchio, Devon, Cheryl Burke Jarvis, and Richard R Klink (2003), “Brand Equity in Resource Market Exchanges: Leveraging the Value of Brands Beyond Product Markets,” University of Kentucky Working Paper Dhar, Sanjay K and Stephen J Hoch (1997), “Why store brand penetration varies by retailer,” Marketing Science, Vol 16, Issue 3, 208-227 Dholakia, Utpal M and Vicki G Morwitz (2002), “The Scope and Persistence of MereMeasurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement,” Journal of Consumer Research, Vol 29 (Sep.), 159-167 Dillon, William R., Thomas J Madden, Amna Kirmani, and Soumen Mukherjee, (2001), “Understanding What's in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity,” Journal of Marketing Research, Vol 38 (Nov.), 415-429 Dubin, Jeffrey A (1998), “The Demand for Branded and Unbranded Products: An Econometric Method for Valuing Intangible Assets,” Chapter in Studies in Consumer Demand: Econometric Methods Applied to Market Data, Kluwer Publishers, Norwell, MA Edwards, Yancy D and Greg M Allenby (2003), “Multivariate Analysis of Multiple Response Data,” Journal of Marketing Research, 40 (August), 321-34 Eid, Michael (2000), “A Multitrait-Multimethod Model with Minimal Assumptions,” Psychometrika, 65 (2), 241-261 Farquhar, Peter (1989), “Managing Brand Equity,” Marketing Research, September, 111 Feder, Barnaby J (1997), “Quaker Bites the Bullet, Sells Snapple to Triarc.” The New York Times, March 28 166 Fennell, Geraldine (1978), “Consumers’ Perceptions of the Product-Use Situation,” Journal of Marketing, Vol 42 (Apr.), 38-47 and Greg Allenby (2003), “An Unflattering but Fair Portrait,” Marketing Research, Vol 15 (Summer), Issue 2, p 44 Gilbride, Timothy J., Sha Yang, and Greg M Allenby (2003), “Modeling Response Endogeneity in Survey Data,” Working Paper, Ohio State University Gupta, Sunil, Donald R Lehmann, and Jennifer A Stuart (2004), “Valuing Customers,” Journal of Marketing Research, Vol 41 (Feb), 7-18 Hartnett, Michael (2000), “Cracker Jack.” Advertising Age, 71 (27), 22 Hoch, Stephen J (2002), “Product Experience Is Seductive,” Journal of Consumer Research, 29 (December), 448-454 Hogan, John E., Katherine N Lemon, and Barak Libai (2003), “What Is the True Value of a Lost Customer?” Journal of Service Research, Vol (Feb.), 196-208 Holland, Kelley (1997), “Gobbling Up Cracker Jack.” Business Week, 3549, 48 Huber, Joel, John W Payne, and Christoper Puto (1982), “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis,” Journal of Consumer Research, Vol (Jun.), 90-98 Kahneman, Daniel and Amos Tversky (1984), “Choices, Values and Frames,” American Psychologist, Vol 39, Issue 4, 341-350 Kamakura, Wagner A.and Gary J Russell (1993), “Measuring Brand Value with Scanner Data,” International Journal of Research in Marketing, 10 (March), 9-22 Keller, Kevin Lane (1993), “Conceptualizing, Measuring, Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22 (2002), Branding and Brand Equity Cambridge, MA: Marketing Science Institute (2003a), “Brand Synthesis: The Multidimensionality of Brand Knowledge,” Journal of Consumer Research, Vol 29 (March), 595-600 (2003b), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed Upper Saddle River, NJ: Prentice Hall 167 and Donald R Lehmann (2002), “The Brand Value Chain: Optimizing Strategic and Financial Brand Performance.” Hanover, NH.: Dartmouth College, Working Paper Kenny, D.A (1979), Correlation and Causality New York: John Wiley & Sons Krishnan, H.S., (1996), “Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective,” International Journal of Research in Marketing, Vol 13 (Oct.), 389-405 Kumar, Ajith and William R Dillon (1992), “An Integrative Look at the Use of Additive and Multiplicative Covariance Structure Models in the Analysis of MTMM Data,” Journal of Marketing Research, 29 (February), 51-64 Leuthesser, Lance (1988), “Defining, Measuring and Managing Brand Equity,” Marketing Science Institute Working Paper, Report No 88-104, Cambridge, MA Lynch, John G., Jr and Thomas K Srull (1982), “Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods,” Journal of Consumer Research, (June), 18-38 Marsh, H.W (1989), “Confirmatory Factor Analysis Models of Multitrait-Multimethod Data: Many Problems and a Few Solutions,” Applied Psychological Measurement, 13, 335-361 Miller, Kenneth E and James L Ginter (1979), “An Investigation of Situational Variation in Brand Choice Behavior and Attitude, Journal of Marketing Research, Vol 16 (Feb), 111-122 Millsap, Roger E (1992), “Sufficient Conditions for Rotational Uniqueness in the Additive MTMM Model,” British Journal of Mathematical and Statistical Psychology, 45 (1), 125-138 Mizik, Natalie and Robert Jacobson (2003), “Trading Off Between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis,” Journal of Marketing, Vol 67 (Jan.), 63-76 MSI (1999), “Value of the Brand Workshop,” Marketing Science Institute Conference on Marketing Metrics, Washington, D.C., October 6-8 Olsson, Ulf (1979), “Maximum Likelihood Estimation of the Polychoric Correlation Coefficient,” Psychometrika, 44 (4), 443-460 168 Park, Chan-Su (1991), “Estimation and Prediction of Brand Equities Through Survey Measurement of Consumer Preference Structures,” unpublished doctoral dissertation proposal, Graduate School of Business, Stanford University and V Srinivasan (1994), “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility.” Journal of Marketing Research, 31 (May), 271-88 Penrose, Edith T (1958), The Theory of the Growth of the Firm New York: Wiley Petty, Richard E., and John A Krosnick, (eds.) (1995), Attitude Strength: Antecedents and Consequences Hillsdale, NJ: Lawrence Erlbaum Associates and John T Cacioppo (1986), “The Elaboration Likelihood Model of Persuasion,” in Advances in Experimental Social Psychology, Vol 19, ed Leonard Berkowitz, New York: Academic Press, 123-205 Punj, Girish N and Clayton L Hillyer (2004), “A Cognitive Model of Customer-Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results,” Journal of Consumer Psychology, 14, 124-131 Raggio, Randle D and Robert P Leone (2005), “Understanding the Sources of Brand Ratings: A Recommended Procedure for Brand Ratings Decomposition and Findings,” Ohio State working paper Randall, Taylor; Karl Ulrich, and David Reibstein (1998), “Brand Equity and Vertical Product Line Extent.” Marketing Science, Vol 17, Issue 4, 356-385 Reinartz, Werner and V Kumar (2000), “On the Profitability of Long Lifetime Customers: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, 64 (Oct.), 17-35 , Jacquelyn S Thomas, and V Kumar (2005), “ Balancing Acquisition and Retention Resources to Maximize Customer Profitability,” Journal of Marketing, Vol 69 (Jan.), p 63-79 Rust, Roland T., Valarie A Zeithaml and Katherine N Lemon (2000), Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy New York: The Free Press , Katherine N Lemon and Valarie A Zeithaml (2004a), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, Vol 68 (Jan.), 1, 109-127 169 , and Valarie A Zeithaml (2004b), “Customer-Centered Brand Management,” Harvard Business Review, Vol 82 (Sept.), 9, 110-118 , and Das Narayandas (2004), Customer Equity Management Upper Saddle River, NJ: Prentice Hall Sayman, Serdar, Stephen J Hoch, and Jagmohan S Raju (2002), “Positioning of Store Brands,” Marketing Science, Vol 21 (Fall), 378-397 Sethuraman, Raj (2003), “Measuring National Brands’ Equity Over Store Brands,” Review of Marketing Science, (2), 1-25 Shapiro, A (1985), “Identifiability of Factor Analysis: Some Results and Open Problems,” Linear Algebra and its Applications, 70 (October), 1-7 Sheppard, Blair H., Jon Hartwick and Paul R Warshaw (1988), “The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research,” Journal of Consumer Research, Vol 15 (Dec.), 325-343 Simon, Carol J and Mary W Sullivan (1993), “The Measurment and Determinants of Brand Equity: A Financial Approach,” Marketing Science, Vol 12 (Winter), 2852 Smith, Daniel C and C Whan Park (1992), "The Effects of Brand Extensions on Market Share and Advertising Efficiency." Journal of Marketing Research, 29 (August), 296-313 Srivastava, Rajendra K and Allan D Shocker (1991), “Brand Equity: A Perspective on Its Meaning and Measurement,” MSI Working Paper Series, Report No 91-124 Steiger, J.H and A Lind (1980), “Statistically Based Tests for the Number of Common Factors,” presented at The Annual Meeting of the Psychometric Society, Iowa City, Iowa Sujan, Mita (1985), “Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments,” Journal of Consumer Research, 12 (June), 31-46 Thompson, Stephanie (1997), “Frito DSD Could Revive Cracker Jack.” Brandweek, 38 (38), 16 Thomson, Matthew, Deborah J MacInnis, and Whan C Park (2005), “The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands,” Journal of Consumer Psychology, Vol 15, Issue 1, 77-91 170 Van Osselaer, Stijn M J and Joseph W Alba (2000), “Consumer Learning and Brand Equity,” Journal of Consumer Research, 27 (June), 1-16 Venkatesan, Rajkumar and V Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy.” Journal of Marketing, Vol 68 (Oct.), 106-125 Verhoef, Peter C (2003), “Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development,” Journal of Marketing, Vol 67 (Oct.), 30-45 Walker, Beth, Ajith Kumar, William R Dillon, and John White (1994), “ A Model-Based Approach to the Analysis of Halo Effects in Brand Ratings Data,” working paper, Department of Marketing, Arizona State University Ward, Scott, Larry Light, and Jonathan Goldstine (1999), “What High-Tech Managers Need to Know About Brands,” Harvard Business Review, July-August, 85-95 Wertenbroch, Klaus and Bernd Skiera (2002), “Measuring Consumers' Willingness to Pay at the Point of Purchase,” Journal of Marketing Research, Vol 39 (May), 228-241 Wichern, Dean W and Richard H Jones (1977), “Assessing The Impact of Market Disturbances Using Intervention Analysis,” Management Science, Vol 24 (Nov.), 329-327 Widaman, K.F (1990), “Bias in Pattern Loadings Represented by Common Factor Analysis and Component Analysis,” Multivariate Behavioral Research, 25 (1), 8495 (1993), “Common Factor Analysis Versus Principal Components Analysis: Differential Bias in Representing Model Parameters,” Multivariate Behavioral Research, 28 (3), 263-311 Wood, Stacy L and John G Lynch, Jr (2002), “Prior Knowledge and Complacency in New Product Learning,” Journal of Consumer Research, Vol 29 (Dec.), 416-426 Yang, Sha, Greg M Allenby, and Geraldine M Fennell (2002), “Modeling Variation in Brand Preference: The Roles of Objective Environment and Motivating Conditions,” Marketing Science, Vol 21 (Winter), 14-31 171 ... of their brands through the development of brand equity, and this helps them manage brands they develop within the company, as well as any brands they acquire Consider P&G’s purchase of Olay and. .. offer the brand equity vs brand value propositions presented in Table 2.3 Brand Equity and Brand Value are different constructs Brand Value is a larger construct that subsumes Brand Equity Brand Equity. .. what the brand means to the consumer; Brand Value is what the brand means to the company Brand Equity exists regardless of the owner of the brand and we should be able to measure it objectively Brand

Ngày đăng: 02/11/2014, 00:49

Từ khóa liên quan

Mục lục

  • 3.2.1 Sources of Brand Ratings Conceptualization…………………... 71

  • 3.2.1 Sources of Brand Ratings Conceptualization

Tài liệu cùng người dùng

  • Đang cập nhật ...

Tài liệu liên quan