The DOI matches its Crossref record.
The Measurement and Determinants of Brand Equity: A Financial Approach
Abstract
This paper presents a technique for estimating a firm's brand equity that is based on the financial market value of the firm. Brand equity is defined as the incremental cash flows which accrue to branded products over unbranded products. The estimation technique extracts the value of brand equity from the value of the firm's other assets. This technique is useful for two purposes. First, the macro approach assigns an objective value to a company's brands and relates this value to the determinants of brand equity. Second, the micro approach isolates changes in brand equity at the individual brand level by measuring the response of brand equity to major marketing decisions. Empirically, we estimate brand equity using the macro approach for a sample of industries and companies. Then we use the micro approach to trace the brand equity of Coca-Cola and Pepsi over three major events in the soft drink industry from 1982 to 1986.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cited by
A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
Park, C. S., & Srinivasan, V. (1994) · Journal of Marketing Research · doi:10.1177/002224379403100210 · Cited by 446
Hsu, K.-T. (2012) · Journal of Business Ethics · doi:10.1007/s10551-011-1118-0 · Cited by 430
Effects of restaurant green practices on brand equity formation: do green practices really matter?
Namkung, Y., & Jang, S. (2013) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2012.06.006 · Cited by 238
Building customer-based brand equity of domestic brands: Role of brand equity dimensions
Sharma, R. (2017) · Metamorphosis: A Journal of Management Research · doi:10.1177/0972622517702187 · Cited by 19
(2012) · Digital Eprints Services at ISB (DESI) (Indian School of Business) · Cited by 1
Metadata
- Authors
- Simon, C. J., & Sullivan, M. W.
- Venue
- Marketing Science
- Published
- 1993-02
- Volume
- 12
- Issue
- 1
- Pages
- 28-52
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2003359494
- Cited by
- 1,501
- References
- 0
- FWCI
- 45.01
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
