How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? (Record no. 49439)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180322152505.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180322b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Datta, Hannes |
| 9 (RLIN) | 30731 |
| 245 ## - TITLE STATEMENT | |
| Title | How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1-20. p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE–SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | brand equity |
| Uncontrolled term | consumer-based brand equity |
| Uncontrolled term | marketing metrics |
| Uncontrolled term | market share models |
| Uncontrolled term | marketing-mix elasticities |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Ailawadi, Kusum L. |
| 9 (RLIN) | 30732 |
| 710 ## - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Heerde,J. van |
| 9 (RLIN) | 30733 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29537 |
| Host Itemnumber | 70079 |
| Main entry heading | FRAZIER GARY L. |
| Other item identifier | 5557312 |
| Title | JOURNAL OF MARKETING |
| International Standard Serial Number | 0022-2429 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 22/03/2018 | Vol 81, No 3/ 5557312JA1 | 5557312JA1 | 22/03/2018 | 22/03/2018 |