Understanding, measuring, and using brand equity
From: Journal of Advertising Research(Vol. 36, Issue 6)
Publisher: World Advertising Research Center Ltd.
Document Type: Article
Length: 6,905 words
The Consumer Value Model is developed as a means for eliminating the gap between the intangible perceptions of a brand and the revenues it generates. It examines three factors, namely, consideration, brand size and consumer price responsiveness. It includes a specific consideration scale that examines three dimensions of purchasing behavior: the large set of products that consumers may consider buying, the tendency of people to purchase more than one brand, and the likelihood of a brand bought for a specific purpose to be purchased more often than other brands in the same repertoire. The model seeks to predict consumer loyalty in terms of such factors as bonding, advantage, product performance, relevance and presence. The research paradigm is intended to help product managers maximize their brand's equity.
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