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Communication Dans Un Congrès Année : 2001

Measuring Brand Equity: proposal for conceptual and methodological improvements

Philippe Jourdan

Résumé

This study proposes an individual measure of brand equity based on consurmer preference and choices. Starting form the valuation method developed by Park and Srinivasan, the author suggests both conceptual and methodological improvements. A survey based experiment for 32 brands comparing laboratory data and panel data proves the better internal and external validity of the revised model.
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Dates et versions

hal-01134893 , version 1 (24-03-2015)

Identifiants

  • HAL Id : hal-01134893 , version 1

Citer

Philippe Jourdan. Measuring Brand Equity: proposal for conceptual and methodological improvements. Advances in Consumer Research, sous la direction de Susan M. Broniarczyk et Kent Nakamoto, 2001, Austin, TX, United States. pp.290-298. ⟨hal-01134893⟩

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