000			nam a22 4500
999			_c49439 _d49439
003			OSt
005			20180322152505.0
008			180322b xxu||||| |||| 00| 0 eng d
100			_aDatta, Hannes _930731
245			_aHow Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?
300			_a1-20. p.
520			_aBrand 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			_abrand equity
653			_aconsumer-based brand equity
653			_amarketing metrics
653			_amarket share models
653			_amarketing-mix elasticities
700			_aAilawadi, Kusum L. _930732
710			_aHeerde,J. van _930733
773	0		_029537 _970079 _aFRAZIER GARY L. _o5557312 _tJOURNAL OF MARKETING _x0022-2429
942			_2ddc _cJA-ARTICLE