@article {Chaudhuri33, author = {Arjun Chaudhuri}, title = {How Brand Reputation Affects the Advertising-Brand Equity Link}, volume = {42}, number = {3}, pages = {33--43}, year = {2002}, doi = {10.2501/JAR-42-3-33-43}, publisher = {Journal of Advertising Research}, abstract = {A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Brands are used as the unit of analysis in determining the relationships between consumer-level perceptions of brands and market-level data on brand advertising and brand equity outcomes such as market share and relative price. Path analysis of the brand-level data strongly validates the model. It is also shown that brand reputation is a separate construct from brand attitudes and that it performs better than brand attitudes in explaining the effect of brand advertising on brand equity outcomes.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/42/3/33}, eprint = {https://www.journalofadvertisingresearch.com/content/42/3/33.full.pdf}, journal = {Journal of Advertising Research} }