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Measuring Brand Equity Across Products and Markets
Abstract
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.
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Citations
Cited by
Chaudhuri, A., & Holbrook, M. B. (2001) · Journal of Marketing · doi:10.1509/jmkg.65.2.81.18255 · Cited by 6,674
Measuring customer‐based brand equity
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Xu, Y., Du, J., Shahzad, F., & Li, X. (2021) · Frontiers in Psychology · doi:10.3389/fpsyg.2021.724452 · Cited by 52
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Carbajal-Rubio, L. A., García-Salirrosas, E. E., Villar-Guevara, M., Escobar-Farfán, M., & Millones-Liza, D. Y. (2024) · Sage Open · doi:10.1177/21582440241292136 · Cited by 12
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The Impact of Brand Awareness on Purchase Intention
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Lamlo, S., & Selamat, F. (2021) · Advances in Economics, Business and Management Research · doi:10.2991/aebmr.k.210507.030 · Cited by 5
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Desta, E., & Amantie, C. (2024) · International Journal of Business and Economics Research · doi:10.11648/j.ijber.20241302.11 · Cited by 3
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Metadata
- Authors
- Aaker, D. A.
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 1996-04
- Volume
- 38
- Issue
- 3
- Pages
- 102-120
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W1988447536
- Cited by
- 3,582
- References
- 0
- FWCI
- 21.32
- Type
- journal article
- Language
- en
- Open access
- closed
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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.
