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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Abstrack - The  author   presents a conceptual  model   of  brand  equity   from   the  perspective of the  individual  consumer. Customer-based   brand   equity   is  defined    as  the differential   effect   of  brand   knowledge   on  consumer   re- sponse   to  the  marketing  of  the  brand.   A  brand   is said  to  have  positive    (negative)  customer-based   brand equity   when   consumers   react   more   (less)  favorably   to  an  element    of  the  marketing   mix  for  the   brand than  they  do to  the  same  marketing  mix  element   when   it is attributed  to  a fictitiously   named   or  unnamed version   of the  product   or service.   Brand  knowledge  is conceptualized  according  to  an associative  network memory    model    in  terms   of  two   components,   brand   awareness  and   brand   image   (i.e.,  a  set  of  brand associations).   Customer-based   brand   equity    occurs   when   the  consumer   is  familiar    with   the   brand   and holds   some   favorable,  strong,   and  unique   brand   associations   in  memory.   Issues  in  building,   measuring, and  managing  customer-based   brand   equity   are discussed,  as well   as areas  for  future   research. <Download Here>

Keller, Kevin Lane
Journal of Marketing; Jan 1993; 57, 1; ABI/INFORM Globalpg. 1
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