Developing an objective customer-market measure of brand equity with a longitudinal perspective

Abas Mirzaei; David Gray; Chris Baumann; Hume Winzar

Developing an objective customer-market measure of brand equity with a longitudinal perspective

Abas Mirzaei, David Gray, Chris Baumann, Hume Winzar

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Other chapter contribution

Abstract

This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman’s (2009) theory of maximising long-term brand persistence and growth, and Keller’s (2013) definition of brand equity. The paper develops a robust and objective measure of brand performance and brand equity, applicable across different industries. Brand performance and brand equity were measured on a 10-year base. To study the brand equity behaviour pre and post GFC, we conducted a longitudinal analysis of data collected from COMPUSTAT over 10 years, from 2002 to 2011. Four industries including airline, banking, department stores, and insurance were studied to improve the model generalizability.

Original language	English
Title of host publication	Proceedings of the Australia New Zealand Marketing Academy Conference 2013
Editors	Rod Brodie
Place of Publication	Auckland, New Zealand
Publisher	The University of Auckland Business School, University of Auckland
Pages	1-1
Number of pages	1
ISBN (Print)	9780646563305
Publication status	Published - 2013
Event	Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2013)
City	Auckland, New Zealand
Period	1/12/13 → 4/12/13

Keywords

Brand Performance
Brand Equity Measurement
Financial Returns
Marketing Accountability
Across-industry Branding

Access to Document

http://anzmac.org/conference/2013/papers/anzmac2013-272.pdf

Cite this

Mirzaei, A., Gray, D., Baumann, C., & Winzar, H. (2013). Developing an objective customer-market measure of brand equity with a longitudinal perspective. In R. Brodie (Ed.), Proceedings of the Australia New Zealand Marketing Academy Conference 2013 (pp. 1-1). The University of Auckland Business School, University of Auckland. http://anzmac.org/conference/2013/papers/anzmac2013-272.pdf

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title = "Developing an objective customer-market measure of brand equity with a longitudinal perspective",

abstract = "This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman{\textquoteright}s (2009) theory of maximising long-term brand persistence and growth, and Keller{\textquoteright}s (2013) definition of brand equity. The paper develops a robust and objective measure of brand performance and brand equity, applicable across different industries. Brand performance and brand equity were measured on a 10-year base. To study the brand equity behaviour pre and post GFC, we conducted a longitudinal analysis of data collected from COMPUSTAT over 10 years, from 2002 to 2011. Four industries including airline, banking, department stores, and insurance were studied to improve the model generalizability.",

keywords = "Brand Performance, Brand Equity Measurement, Financial Returns, Marketing Accountability, Across-industry Branding",

author = "Abas Mirzaei and David Gray and Chris Baumann and Hume Winzar",

year = "2013",

language = "English",

isbn = "9780646563305",

pages = "1--1",

editor = "Rod Brodie",

booktitle = "Proceedings of the Australia New Zealand Marketing Academy Conference 2013",

publisher = "The University of Auckland Business School, University of Auckland",

note = "Australian and New Zealand Marketing Academy Conference (2013) ; Conference date: 01-12-2013 Through 04-12-2013",

}

Mirzaei, A, Gray, D, Baumann, C & Winzar, H 2013, Developing an objective customer-market measure of brand equity with a longitudinal perspective. in R Brodie (ed.), Proceedings of the Australia New Zealand Marketing Academy Conference 2013. The University of Auckland Business School, University of Auckland, Auckland, New Zealand, pp. 1-1, Australian and New Zealand Marketing Academy Conference (2013), Auckland, New Zealand, 1/12/13. <http://anzmac.org/conference/2013/papers/anzmac2013-272.pdf>

Developing an objective customer-market measure of brand equity with a longitudinal perspective. / Mirzaei, Abas; Gray, David; Baumann, Chris et al.
Proceedings of the Australia New Zealand Marketing Academy Conference 2013. ed. / Rod Brodie. Auckland, New Zealand: The University of Auckland Business School, University of Auckland, 2013. p. 1-1.

Research output: Chapter in Book/Report/Conference proceeding › Other chapter contribution

TY - CHAP

T1 - Developing an objective customer-market measure of brand equity with a longitudinal perspective

AU - Mirzaei, Abas

AU - Gray, David

AU - Baumann, Chris

AU - Winzar, Hume

PY - 2013

Y1 - 2013

N2 - This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman’s (2009) theory of maximising long-term brand persistence and growth, and Keller’s (2013) definition of brand equity. The paper develops a robust and objective measure of brand performance and brand equity, applicable across different industries. Brand performance and brand equity were measured on a 10-year base. To study the brand equity behaviour pre and post GFC, we conducted a longitudinal analysis of data collected from COMPUSTAT over 10 years, from 2002 to 2011. Four industries including airline, banking, department stores, and insurance were studied to improve the model generalizability.

AB - This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman’s (2009) theory of maximising long-term brand persistence and growth, and Keller’s (2013) definition of brand equity. The paper develops a robust and objective measure of brand performance and brand equity, applicable across different industries. Brand performance and brand equity were measured on a 10-year base. To study the brand equity behaviour pre and post GFC, we conducted a longitudinal analysis of data collected from COMPUSTAT over 10 years, from 2002 to 2011. Four industries including airline, banking, department stores, and insurance were studied to improve the model generalizability.

KW - Brand Performance

KW - Brand Equity Measurement

KW - Financial Returns

KW - Marketing Accountability

KW - Across-industry Branding

M3 - Other chapter contribution

SN - 9780646563305

SP - 1

EP - 1

BT - Proceedings of the Australia New Zealand Marketing Academy Conference 2013

A2 - Brodie, Rod

PB - The University of Auckland Business School, University of Auckland

CY - Auckland, New Zealand

T2 - Australian and New Zealand Marketing Academy Conference (2013)

Y2 - 1 December 2013 through 4 December 2013

ER -

Developing an objective customer-market measure of brand equity with a longitudinal perspective

Abstract

Conference

Keywords

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