Relating Consumer-Based Sources of Brand Equity to Market Outcomes.

Silverman, Steven N.; Sprott, David E.; Pascal, Vincent J.

Among scholars and practitioners, there is some agreement on the concept of brand equity. Yet measuring this construct is less clear. This project considers how various measures of brand value relate to one another. Study 1 compares market-based outcomes (i.e., Financial World ratings, and annual sales) with consumer-based sources of brand value (i.e., familiarity, usage, and evaluation). Study 2 uses affinity analysis to examine how consumers' brand associations differentiate market leaders from followers. Study 1 found a weak relationship between measures, whereas the rich results of Study 2 are encouraging for both scholars and managers.

BRAND equity; BRANDING (Marketing); CONSUMER preferences; VALUE (Economics); PRODUCT usage; CONSUMER research

Advances in Consumer Research, 1999, Vol 26, Issue 1, p352

0098-9258

Conference Proceeding