Journal ArticleDOI
Brand Equity, Brand Preference, and Purchase Intent
TLDR
In this article, the authors examined the effect of brand equity on consumer preferences and purchase intentions and found that the brand with the higher advertising budget yielded substantially higher levels of brand ownership.Abstract:
The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of the consequences of brand equity. In particular, the authors examine the effect of brand equity on consumer preferences and purchase intentions. For comparative purposes, two sets of brands are tested, one from a service category characterized by fairly high financial and functional risk (hotels), and one from a generally lower risk product category (household cleansers). Each set includes two brands that are objectively similar (based on Consumer Reports ratings), but they have invested markedly different levels of advertising spending over the past decade. Across both categories, the brand with the higher advertising budget yielded substantially higher levels of brand equity. In turn, the brand with the higher eq...read more
Citations
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Posted Content
Economics of Information
TL;DR: In this article, the authors introduce the concept of ''search'' where a buyer wanting to get a better price, is forced to question sellers, and deal with various aspects of finding the necessary information.
Journal ArticleDOI
An examination of selected marketing mix elements and brand equity
TL;DR: The authors explored the relationship between selected marketing mix elements and the creation of brand equity and found that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are associated with high brand equity.
Journal ArticleDOI
Developing and validating a multidimensional consumer-based brand equity scale
Boonghee Yoo,Naveen Donthu +1 more
TL;DR: In this article, the authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity.
Journal ArticleDOI
Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee
TL;DR: In a survey of 808 Belgian respondents, the actual willingness to pay for fair-trade coffee was measured and it was found that the average price premium that the consumers were willing to paid for a fair- trade label was 10%.
Journal ArticleDOI
Tried and tested: The impact of online hotel reviews on consumer consideration
Ivar Vermeulen,Daphne Seegers +1 more
TL;DR: In this paper, the authors apply consideration set theory to model the impact of online hotel reviews on consumer choice, and find that exposure to online reviews enhances hotel consideration in consumers, whereas positive reviews, in addition, improve attitudes toward hotels.
References
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Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Posted Content
Economics of Information
TL;DR: In this article, the authors introduce the concept of ''search'' where a buyer wanting to get a better price, is forced to question sellers, and deal with various aspects of finding the necessary information.
Book ChapterDOI
The Economics of Information
TL;DR: In this paper, the identification of sellers and the discovery of their prices is described as an example of the role of the search for information in economic life, and the identification and discovery of prices of goods and services is discussed.