PT  - JOURNAL ARTICLE
AU  - Arjun Chaudhuri
TI  - How Brand Reputation Affects the Advertising-Brand Equity Link
AID  - 10.2501/JAR-42-3-33-43
DP  - 2002 May 01
TA  - Journal of Advertising Research
PG  - 33--43
VI  - 42
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/42/3/33.short
4100  - http://www.journalofadvertisingresearch.com/content/42/3/33.full
SO  - J Advert Res2002 May 01; 42
AB  - 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.