A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
开发了一种基于调查的新方法，用于衡量品牌在品类中的资产价值，并评估其向相关品类延伸的潜力，通过区分属性与非属性来源，提供市场份额和价格溢价等指标。
The authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related product category. It uses a customer-based definition of brand equity as the added value endowed by the brand to the product as perceived by a consumer. It measures brand equity as the difference between an individual consumer's overall brand preference and his or her brand preference on the basis of objectively measured product attribute levels. To understand the sources of brand equity, the approach divides brand equity into attribute-based and nonattribute-based components. The method provides the market share premium and the price premium attributable to brand equity. The survey-based results from applying the method to the toothpaste and mouthwash categories show that the proposed approach has good reliability, convergent validity, and predictive validity.