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

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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 languageEnglish
Title of host publicationProceedings of the Australia New Zealand Marketing Academy Conference 2013
EditorsRod Brodie
Place of PublicationAuckland, New Zealand
PublisherThe University of Auckland Business School, University of Auckland
Pages1-1
Number of pages1
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2013)
CityAuckland, New Zealand
Period1/12/134/12/13

Keywords

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

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