I want to know about any books written on brand equity as it will guide me further in my endeavor on brand equity.
Hello
Are either of the below papers appropriate for your requirements?
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
http://www.iseg.utl.pt/aula/cad1849/measuring_cbbe.pdf
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ... & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
https://www.researchgate.net/profile/Richard_Netemeyer/publications
Mary
Dear Prof Khan,
The moment you talk about scale, it becomes quantitative in nature. Therefore, I would suggest you to decide whether you want a qualitative approach to brand equity or a quantitative measure of CBBE. Once you have decided on the approach u can search for required literature.
Hello, here are some useful references for you. Aaker (1991) takes a broad approach to brand equity, including behavioural measures such as revenue premiums. Keller (1993) is the seminal article on customer-based brand equity, using customer perceptions to determine brand strength rather than revenue or choice. Romaniuk (2013) is recent work that has developed Keller's approach to a very finely tuned level, to the point that she can provide quantitative generalisations about market structure for customer-based brand equity. Sharp (2010) offers an alternative view to Aaker (1991), saying that most measures of brand strength simply reflect the number of buyers of a brand. These are all quite quantitative approaches. For qualitative methods, you could consider the attribute elicitation methods discussed in Steenkamp and van Trijp (1997). These provide a way of using projective techniques to identify brand associations which form the basis of customer-based brand equity, for example with Kelley's Repertory Grid, or the Zaltman Metaphor Elicitation Technique. There is much more you can do on qualitative research, but that should at least start you off.
I hope this is of some help.
Malcolm
References
. Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
. Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, The Journal of Marketing, 57(1), pp. 1-22.
. Romaniuk, J. (2013), “Modeling mental market share”, Journal of Business Research, 66 (2) pp. 188-185.
Sharp, B. (2010), How brands grow: What marketers don't know. South Melbourne: Oxford University Press.
. Steenkamp, J. B., & Van Trijp, H. (1997). Attribute elicitation in marketing research: a comparison of three procedures. Marketing Letters, 8(2), 153-165.
It would be very difficult giving a qualitative scale, as in my humble opinion qualitative is open ended. However attached paper has a quantitative scale to measure Customer Based Brand Equity in services.
Article Customer-based brand equity and firms' performance in the te...
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