A Conjoint Approach for Consumer- and Firm-Level Brand Valuation
开发并测试了一种简化的联合分析方法来测量品牌资产，能提供客观的美元价值，无需收集感知或品牌联想数据，并考虑了知名度、可得性、竞争反应等因素，对管理者制定品牌策略和并购估值有实用价值。
Abstract This article develops and tests a reduced-form, conjoint methodology for measuring brand equity. The proposed approach (1) provides objective dollar-metric values for brand equity without the need to collect perceptual or brand association data, (2) captures the effects of awareness and availability in the marketplace as sources of brand equity, (3) accounts for competitive reaction, (4) allows the mix of branded and unbranded firms to affect industry size, and (5) uses consideration set theory to project market share estimates from the conjoint experiment to the marketplace. Managers can use the approach to develop customized strategies for targeting customers, monitoring brand “health,” allocating resources, and determining the values of brands in a merger or acquisition. The empirical results suggest that the proposed metric for measuring consumer-level brand equity has convergent validity; in addition, the magnitudes and strengths of brand equity vary considerably across consumers and brands....