Abstract
Previous studies on brand equity measurement can be classified into the following main streams: (1)Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers’ associationswith a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined bystakeholders’ associations toward a corporate brand. This paper proposes a holistic approach to Total BrandEquity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity intoTotal Brand Equity measurement. This approach offers a more comprehensive perspective for brand equityvaluation which addresses a company’s relationships with its customers and stakeholders at large. Further, thispaper offers a series of propositions that address the relationship between total brand equity and corporateperformance.
Highlights
Brand equity is “a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm and/or that firms’ customers” (Aaker, 1996)
Keller (2001) provided evidence that relates brand equity with market leadership and market share. This leads to the following proposition: P4: There is a positive relationship between total brand equity and market performance
This paper offers a new conceptualization for total brand equity which includes the customer and non-customers’ perspectives into total brand equity valuation
Summary
Brand equity is “a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firms’ customers” (Aaker, 1996). The customer-based approach does not consider the following aspects in total brand equity measurement: (1) the impact of corporate associations on customers’ evaluation of a brand, and (2) the impact of other non-customer stakeholders’ perceptions on perceptions of a brand. This paper aims to fill a gap in the literature by proposing a holistic approach to total brand equity which integrates Product Brand Equity (PBE) and Corporate Brand Equity (CBE) into Total Brand Equity (TBE) valuation. This approach integrates the perceptions that customers have about the corporate brand and other stakeholders’ perceptions about the product brand. The paper addresses the relationship between total brand equity and corporate performance by advancing a series of research propositions that are to be tested in future empirical research
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