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Brand equity estimation model
Although a consensus exists among marketing scholars and practitioners about the importance of brand equity, a uniformly accepted estimation model has yet to emerge. Most consumer-based brand equity (CBBE) models do not offer a monetary estimation of brand equity while many financial-based brand equ...
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| Published in: | Journal of business research 2015-12, Vol.68 (12), p.2560-2568 |
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| Main Authors: | , , |
| Format: | Article |
| Language: | English |
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| cited_by | cdi_FETCH-LOGICAL-c471t-5c75c4dcf0408e31a2ce4b4144e2c1ac523cba573a36deb60c57d7fb9149a11a3 |
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| cites | cdi_FETCH-LOGICAL-c471t-5c75c4dcf0408e31a2ce4b4144e2c1ac523cba573a36deb60c57d7fb9149a11a3 |
| container_end_page | 2568 |
| container_issue | 12 |
| container_start_page | 2560 |
| container_title | Journal of business research |
| container_volume | 68 |
| creator | de Oliveira, Marta Olivia Rovedder Silveira, Cleo Schmitt Luce, Fernando Bins |
| description | Although a consensus exists among marketing scholars and practitioners about the importance of brand equity, a uniformly accepted estimation model has yet to emerge. Most consumer-based brand equity (CBBE) models do not offer a monetary estimation of brand equity while many financial-based brand equity (FBBE) models do not consider consumers' perceptions. In this paper, the authors develop a model that combines these two approaches: CBBE and FBBE. The former considers consumers' purchase intentions and brand-switching probabilities using Markov matrices, while the latter calculates the monetary value of a brand using net present value of future generated cash flows. Additionally, the model enables the comparison of brand performance in relation to its competitors and the estimation of financial returns of marketing actions, thus distinguishing between the contributions of the different drivers of brand equity. |
| doi_str_mv | 10.1016/j.jbusres.2015.06.025 |
| format | article |
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Most consumer-based brand equity (CBBE) models do not offer a monetary estimation of brand equity while many financial-based brand equity (FBBE) models do not consider consumers' perceptions. In this paper, the authors develop a model that combines these two approaches: CBBE and FBBE. The former considers consumers' purchase intentions and brand-switching probabilities using Markov matrices, while the latter calculates the monetary value of a brand using net present value of future generated cash flows. 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| fulltext | fulltext |
| identifier | ISSN: 0148-2963 |
| ispartof | Journal of business research, 2015-12, Vol.68 (12), p.2560-2568 |
| issn | 0148-2963 1873-7978 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_1758942368 |
| source | International Bibliography of the Social Sciences (IBSS); Elsevier |
| subjects | Brand equity Choice modeling Consumer behavior Consumer behaviour Consumers Marketing Markov analysis Return on investment Studies Switching behavior |
| title | Brand equity estimation model |
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