PT  - JOURNAL ARTICLE
AU  - Thomas J. Reynolds
AU  - Carol B. Phillips
TI  - In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
AID  - 10.1017/S0021849905050191
DP  - 2005 Jun 01
TA  - Journal of Advertising Research
PG  - 171--186
VI  - 45
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/45/2/171.short
4100  - http://www.journalofadvertisingresearch.com/content/45/2/171.full
SO  - J Advert Res2005 Jun 01; 45
AB  - The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) brand purchase loyalty, and (4) self-report future brand purchase trend. This general measurement framework for “true” brand equity when applied longitudinally permits the evaluation of markerting ROI. Recommended measures for the “share tiering” approach to brand equity measurement are illustrated using the cola category as an example.