RT Journal Article
SR Electronic
T1 In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 171
OP 186
DO 10.1017/S0021849905050191
VO 45
IS 2
A1 Reynolds, Thomas J.
A1 Phillips, Carol B.
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/2/171.abstract
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.