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Revenue Premium as an Outcome Measure of Brand Equity
Abstract
The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity. The authors provide the conceptual basis for the measure, compute it for brands in several packaged goods categories, and test its validity. The empirical analysis shows that the measure is reliable and reflects real changes in brand health over time. It correlates well with other equity measures, and the measure's association with a brand's advertising and promotion activity, price sensitivity, and perceived category risk is consistent with theory.
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Citations
Cited by
Brands and Branding: Research Findings and Future Priorities
Keller, K. L., & Lehmann, D. R. (2006) · Marketing Science · doi:10.1287/mksc.1050.0153 · Cited by 2,323
Self-citationHollebeek, L. D., & Macky, K. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.07.003 · Cited by 978
Keh, H. T., & Xie, Y. (2009) · Industrial Marketing Management · doi:10.1016/j.indmarman.2008.02.005 · Cited by 782
Social Media Metrics — A Framework and Guidelines for Managing Social Media
Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.09.007 · Cited by 657
The Role of Big Data and Predictive Analytics in Retailing
Bradlow, E. T., Gangwar, M., Kopalle, P., & Voleti, S. (2017) · Journal of Retailing · doi:10.1016/j.jretai.2016.12.004 · Cited by 516
Metadata
- Authors
- Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2003-10
- Volume
- 67
- Issue
- 4
- Pages
- 1-17
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2126763138
- Cited by
- 1,005
- References
- 0
- FWCI
- 61.73
- Type
- journal article
- Language
- en
- Open access
- closed
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- Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing. https://doi.org/10.1509/jmkg.67.4.1.18688
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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.
