What is it about?
How much value do people attach with a brand name? This paper provides an improved method, and a scale, for measuring brand equity - the value of a brand name - based on consumer perceptions. The brand equity of global consumer electronics brands (Sony, Toshiba and Hitachi) and automobile brands (Toyota, Mitsubishi and Suzuki) was measured in this research. This research would be of interest to organizations (e.g. government, businesses, manufacturers, retailers and non-profits) interested in measuring, and managing the value of their brands.
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Why is it important?
This research provides an easy-to-use method and a scale for brand equity measurement based on consumer perceptions. This has been the most cited paper ever published in the Journal of Product and Brand Management (As on 13 March 2016) and has received more than 19,000 full-text downloads since 2006.
Perspectives
This paper has originated from my PhD thesis. During my PhD, I noticed that another team of researchers has published a paper on brand equity measurement (Yoo and Donthu 2001) in the Journal of Business Research. It was mainly encouragement from my adviser Professor Ray W Cooksey that motivated me to pursue the publication of this particular paper from thesis.
Dr Ravi Pappu
University of Queensland
Read the Original
This page is a summary of: Consumer‐based brand equity: improving the measurement – empirical evidence, Journal of Product & Brand Management, May 2005, Emerald,
DOI: 10.1108/10610420510601012.
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