TY - JOUR T1 - How Brand Reputation Affects the Advertising-Brand Equity Link JF - Journal of Advertising Research JO - J Advert Res SP - 33 LP - 43 DO - 10.2501/JAR-42-3-33-43 VL - 42 IS - 3 AU - Arjun Chaudhuri Y1 - 2002/05/01 UR - http://www.journalofadvertisingresearch.com/content/42/3/33.abstract N2 - 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. ER -