Brand equity: perspectives of analysis and estimation criteria
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Published
18-09-2018
Ana Belén del Rio Lanza
Rodolfo Vázquez Casielles
Victor Iglesias Argüelles
Abstract
An important issue was raised for discussion trough the last decade regarding the meaning of brand equity. Different forms of analysis and estimation criteria have been applied, and that is the reason for the current ambiguity on its meaning. In this article, we present a theoretical frame were several forms of study and criteria for brand equity estimation are empirically analysed. Using six different brands of training shoes, seven estimation variables are empirically analysed in accordance with the opinions given by a sample of users for these different brands. By means of this analysis, it is our aim to contribute to a better knowledge on he concept of brand equity.
How to Cite
del Rio Lanza, A. B., Vázquez Casielles, R., & Iglesias Argüelles, V. (2018). Brand equity: perspectives of analysis and estimation criteria. Cuadernos De Gestión, 1(2), 87–102. https://doi.org/10.5295/cdg.19233ar
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Keywords
Brand equity, brand image, brand name functions, competitive advantages
References
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AAKER, D. (1996): Building strong brands; Free Press, Nueva York.
AGARWAL, M.K. y RAO, V.R. (1996): «An empirical comparison of consumer-based measures of brand equity»; Marketing Letters; vol. 7, n.º 3; pp. 237-247.
AMBLER, T. (1996): «Measuring marketing performance»; PAN’AGRA Working Paper, London Business School; n.º 904.
AMBLER, T. y STYLES, C. (1995): «Brand equity: Towards measures that matter»; PAN’AGRA Working Paper, London Business School; n.º 902.
AMBLER, T. (1995): «Brand equity as a relational concept»; The Journal of Brand Management; vol. 2, n.º 6; pp. 386-397.
AMBLER, T. (1997): «How much of brand equity is explained by trust?»; Management Decision; vol. 35, n.º 4; pp. 283-292.
ANDREASSEN, T.W. (1994): «Satisfaction, loyalty and reputation as indicators of customer orientation in the public sector»; International Journal of Public Sector Management; vol. 7, n.º 2; pp. 16-34.
BARWISE, P. (1993): «Brand equity: Snark or boojum?»; International Journal of Research in Marketing; vol. 10; pp. 93-104.
BARWISE, P.; HIGSON, C.; LIKIERMAN, A. y MARSH, P. (1990): «Brands as separable assets»; Business Strategy Review; verano; pp. 43-59.
BASSAT, L (1999): El libro rojo de las marcas: Cómo construir marcas de éxito; Espasa, Madrid.
BHAT, S. y REDDY, S.K. (1998): «Symbolic and functional positioning of brands»; Journal of Consumer Marketing; vol. 15, n.º 1; pp. 32-43.
BLACKETT, T. (1989): «The role of brand valuation in marketing strategy»; Marketing and Research Today; vol. 17; pp. 245-248.
CHAY, R.F. (1991): «How marketing researchers can harness the power of brand equity»; Marketing Research; 9, junio; pp. 30-37.
CZELLAR, S. (1997): «Capital de marque: Concepts, construits et mesures»; Cahier de recherche, 97/16, Section des Hautes Etudes Commerciales, Université de Genève.
DUBOIS, B. y DUQUESNE, P. (1995): «Un concept essentiel pour comprendre la valeur des marques: La force de conviction»; Revue Française du Marketing; n.º 152; pp. 23-34.
ERDEM, T. y SWAIT (1998): «Brand equity as a signalling phenomenon»; Journal of Consumer Psychology; vol. 7, n.º 2; pp. 131-157.
FARQUHAR, P.H. (1989): «Managing brand equity»; Marketing Research; septiembre; pp. 24-33.
FELDWICK, P. (1996): «Do we really need ‘brand equity?»; Journal of Brand Management; vol. 4, n.º 1; pp. 9-29.
FRIEDRICH, J. J. y MARION, A. (1991): «La marque, un actif strategique a valoriser»; Papier de recherche; n.º 16, Communiction aux Journées des I.A.E. de Clermont-Ferrand.
HOGG, M.K.; BRUCE, M. y HILL, A.J. (1998): «Fashion brand preferences among young consumers»; International Journal of Retail and Distribution Management; vol. 26, n.º 8; pp. 293-300.
HUTTON, J.G. (1997): «A study of brand equity in an organizational-buying context»; Journal of Product & Brand Management; vol. 6, n.º 6; pp. 428-439.
IRMSCHER, M. (1993): «Modelling the brand equity concept»; Marketing and Research Today; mayo; pp. 102-110.
ITAMI, H. y ROEHl. T.W (1987): «Mobilizing invisible assets»; Harvard University Press, Cambridge, M.A (capítulo II: Invisible assets).
JACOBY, J. y OLSOM, J.C. (1985): Perceived quality: How consumers view stores and merchandise; Lexington Books.
KAMAKURA, W.A. y RUSSELL, G.J. (1993): «Measuring brand value with scanner data»; International Journal of Research in Marketing; vol. 10; pp. 9-22.
KELLER, K.L. (1993): «Conceptualizing, measuring, and managing customer-based Brand equity»; Journal of Markenting; vol. 57 ; pp. 1-22.
KELLER, K.L. (1998): Strategic brand management. Building, measuring and managing Brand equity; Prentice Hall, New Jersey.
KERIN, A.R. y SETHURAMAN, R. (1998): «Exploring the brand value-shareholder value nexus for consumer goods companies»; Journal of the Academy of Marketing Science; vol. 26, n.º 4; pp. 260-273.
LAMBIN, J.J. (1991): «La marca y el comportamiento de elección del comprador»; en Kapferer y Thoenig, La marca: motor de la competitividad de las empresas y del crecimiento de la economía, Mcgraw-Hill, Madrid, pp. 69-94.
LASSAR, W; MITTAL, B,y SHARMA, A. (1995): «Measuring customer-based brand equity»; Journal of Consumer Marketing; vol. 12, noviembre; pp. 11-19.
LEUTHESSER, L; KOHLI, CH. y HARICH, K. (1995): «Brand equity: The halo effect measure»; European Journal of Marketing; vol. 29, noviembre; pp. 57-66.
LIGHT, L. (1990): «Point of view: Advertising and the law of dominance»; Journal Advertising Research.; agosto-septiembre; pp. 49-52.
LONG, M.M. y SCHIFFMAN, L.G. (2000): «Consumption values and relationships: segmenting the market for frequency programs»; Journal of Consumer Marketing; vol. 17, n.º 3; pp. 214-232.
LUSCH, R.F. y HARVEY, M.P. (1994): «The case for an off -balance- sheet controller»; Sloan Management Review.; n.º 2; pp. 101-105.
MARTIN, G.S. y BROWN, T.J. (1990): «In search of brand equity: The conceptualization and measurement of the brand impression construct»; Marketing Theory and Applications ; vol. 2; pp. 431-438.
MITTAL, B. y LEE, M. (1989): «A causal model of consumer involvement»; Journal of Economic Psychology; vol. 10; pp. 363-389.
NOMEN, E. (1996): «Activos intangibles y política de empresa»; Harvard Deusto Business Review pp. 21-26.
SELNES, F. (1993): «An Examination of the effect of product performance on brand reputation, satisfaction and loyalty»; European Journal of Marketing; vol. 27, n.º 9; pp. 19-35.
SHETH, J.N.; NEWMAN, B.I. y GROSS, B.L. (1991): «Why we buy what we buy: A theory of consumption values»; Journal of Business Research; vol. 22; pp. 159-170.
SIMON, C.J. y SULLIVAN, M.W. (1993): «The measurement and determinants of brand equity: A financial approach»; Marketing Science; vol. 12, noviembre; pp. 28-52.
SMITH, J.W. (1991): «Thinking about brand equity and the analysis of customer transactions»; ARF Advertising and Promotion Workshop, febrero, 5-6 pp. 35-54.
SOLOMON, M.R. (1999): «The value of status and the status of value» en HOLBROOK, M.B. (ed.) Consumer value: A framework for analysis and research; pp. 63-84; Routledge, London.
SRIVASTAVA, R.K. y SHOCKER, A.D.A (1991): «Brand equity: A perspective on its meaning and measurement»; Marketing Science Institute, Report n.º 91-124, Cambridge, Massachussets; octubre; pp. 91-124.
STOBART, P. (1989): «Alternative methods of brand valuation»; en Murphy, J. (ed), Brand Valuation: Establishing a Tru and Fair View, Londres: The Interbrand Group. pp. 23-31.
TAUBER, E.M. (1988): «Brand leverage: Strategy for growth in a cost-control world»; Journal of Advertising Research; agosto-septiembre; pp. 26-30.
VARELA, J.; RIAL, A. y BRAÑA, T. (1997): «Éxito y fracaso de las extensiones de marca»; 78.º Seminario AEDEMO-AEA ; Palma de Mallorca; pp. 33-66.
YOO, B., DONTHU, N. y LEE, S. (2000): «An examination of selected marketing mix elements and Brand equity»; Journal of Academy of Marketing Science; vol. 28, n.º 2; pp. 195-211.
AAKER, D. (1996): Building strong brands; Free Press, Nueva York.
AGARWAL, M.K. y RAO, V.R. (1996): «An empirical comparison of consumer-based measures of brand equity»; Marketing Letters; vol. 7, n.º 3; pp. 237-247.
AMBLER, T. (1996): «Measuring marketing performance»; PAN’AGRA Working Paper, London Business School; n.º 904.
AMBLER, T. y STYLES, C. (1995): «Brand equity: Towards measures that matter»; PAN’AGRA Working Paper, London Business School; n.º 902.
AMBLER, T. (1995): «Brand equity as a relational concept»; The Journal of Brand Management; vol. 2, n.º 6; pp. 386-397.
AMBLER, T. (1997): «How much of brand equity is explained by trust?»; Management Decision; vol. 35, n.º 4; pp. 283-292.
ANDREASSEN, T.W. (1994): «Satisfaction, loyalty and reputation as indicators of customer orientation in the public sector»; International Journal of Public Sector Management; vol. 7, n.º 2; pp. 16-34.
BARWISE, P. (1993): «Brand equity: Snark or boojum?»; International Journal of Research in Marketing; vol. 10; pp. 93-104.
BARWISE, P.; HIGSON, C.; LIKIERMAN, A. y MARSH, P. (1990): «Brands as separable assets»; Business Strategy Review; verano; pp. 43-59.
BASSAT, L (1999): El libro rojo de las marcas: Cómo construir marcas de éxito; Espasa, Madrid.
BHAT, S. y REDDY, S.K. (1998): «Symbolic and functional positioning of brands»; Journal of Consumer Marketing; vol. 15, n.º 1; pp. 32-43.
BLACKETT, T. (1989): «The role of brand valuation in marketing strategy»; Marketing and Research Today; vol. 17; pp. 245-248.
CHAY, R.F. (1991): «How marketing researchers can harness the power of brand equity»; Marketing Research; 9, junio; pp. 30-37.
CZELLAR, S. (1997): «Capital de marque: Concepts, construits et mesures»; Cahier de recherche, 97/16, Section des Hautes Etudes Commerciales, Université de Genève.
DUBOIS, B. y DUQUESNE, P. (1995): «Un concept essentiel pour comprendre la valeur des marques: La force de conviction»; Revue Française du Marketing; n.º 152; pp. 23-34.
ERDEM, T. y SWAIT (1998): «Brand equity as a signalling phenomenon»; Journal of Consumer Psychology; vol. 7, n.º 2; pp. 131-157.
FARQUHAR, P.H. (1989): «Managing brand equity»; Marketing Research; septiembre; pp. 24-33.
FELDWICK, P. (1996): «Do we really need ‘brand equity?»; Journal of Brand Management; vol. 4, n.º 1; pp. 9-29.
FRIEDRICH, J. J. y MARION, A. (1991): «La marque, un actif strategique a valoriser»; Papier de recherche; n.º 16, Communiction aux Journées des I.A.E. de Clermont-Ferrand.
HOGG, M.K.; BRUCE, M. y HILL, A.J. (1998): «Fashion brand preferences among young consumers»; International Journal of Retail and Distribution Management; vol. 26, n.º 8; pp. 293-300.
HUTTON, J.G. (1997): «A study of brand equity in an organizational-buying context»; Journal of Product & Brand Management; vol. 6, n.º 6; pp. 428-439.
IRMSCHER, M. (1993): «Modelling the brand equity concept»; Marketing and Research Today; mayo; pp. 102-110.
ITAMI, H. y ROEHl. T.W (1987): «Mobilizing invisible assets»; Harvard University Press, Cambridge, M.A (capítulo II: Invisible assets).
JACOBY, J. y OLSOM, J.C. (1985): Perceived quality: How consumers view stores and merchandise; Lexington Books.
KAMAKURA, W.A. y RUSSELL, G.J. (1993): «Measuring brand value with scanner data»; International Journal of Research in Marketing; vol. 10; pp. 9-22.
KELLER, K.L. (1993): «Conceptualizing, measuring, and managing customer-based Brand equity»; Journal of Markenting; vol. 57 ; pp. 1-22.
KELLER, K.L. (1998): Strategic brand management. Building, measuring and managing Brand equity; Prentice Hall, New Jersey.
KERIN, A.R. y SETHURAMAN, R. (1998): «Exploring the brand value-shareholder value nexus for consumer goods companies»; Journal of the Academy of Marketing Science; vol. 26, n.º 4; pp. 260-273.
LAMBIN, J.J. (1991): «La marca y el comportamiento de elección del comprador»; en Kapferer y Thoenig, La marca: motor de la competitividad de las empresas y del crecimiento de la economía, Mcgraw-Hill, Madrid, pp. 69-94.
LASSAR, W; MITTAL, B,y SHARMA, A. (1995): «Measuring customer-based brand equity»; Journal of Consumer Marketing; vol. 12, noviembre; pp. 11-19.
LEUTHESSER, L; KOHLI, CH. y HARICH, K. (1995): «Brand equity: The halo effect measure»; European Journal of Marketing; vol. 29, noviembre; pp. 57-66.
LIGHT, L. (1990): «Point of view: Advertising and the law of dominance»; Journal Advertising Research.; agosto-septiembre; pp. 49-52.
LONG, M.M. y SCHIFFMAN, L.G. (2000): «Consumption values and relationships: segmenting the market for frequency programs»; Journal of Consumer Marketing; vol. 17, n.º 3; pp. 214-232.
LUSCH, R.F. y HARVEY, M.P. (1994): «The case for an off -balance- sheet controller»; Sloan Management Review.; n.º 2; pp. 101-105.
MARTIN, G.S. y BROWN, T.J. (1990): «In search of brand equity: The conceptualization and measurement of the brand impression construct»; Marketing Theory and Applications ; vol. 2; pp. 431-438.
MITTAL, B. y LEE, M. (1989): «A causal model of consumer involvement»; Journal of Economic Psychology; vol. 10; pp. 363-389.
NOMEN, E. (1996): «Activos intangibles y política de empresa»; Harvard Deusto Business Review pp. 21-26.
SELNES, F. (1993): «An Examination of the effect of product performance on brand reputation, satisfaction and loyalty»; European Journal of Marketing; vol. 27, n.º 9; pp. 19-35.
SHETH, J.N.; NEWMAN, B.I. y GROSS, B.L. (1991): «Why we buy what we buy: A theory of consumption values»; Journal of Business Research; vol. 22; pp. 159-170.
SIMON, C.J. y SULLIVAN, M.W. (1993): «The measurement and determinants of brand equity: A financial approach»; Marketing Science; vol. 12, noviembre; pp. 28-52.
SMITH, J.W. (1991): «Thinking about brand equity and the analysis of customer transactions»; ARF Advertising and Promotion Workshop, febrero, 5-6 pp. 35-54.
SOLOMON, M.R. (1999): «The value of status and the status of value» en HOLBROOK, M.B. (ed.) Consumer value: A framework for analysis and research; pp. 63-84; Routledge, London.
SRIVASTAVA, R.K. y SHOCKER, A.D.A (1991): «Brand equity: A perspective on its meaning and measurement»; Marketing Science Institute, Report n.º 91-124, Cambridge, Massachussets; octubre; pp. 91-124.
STOBART, P. (1989): «Alternative methods of brand valuation»; en Murphy, J. (ed), Brand Valuation: Establishing a Tru and Fair View, Londres: The Interbrand Group. pp. 23-31.
TAUBER, E.M. (1988): «Brand leverage: Strategy for growth in a cost-control world»; Journal of Advertising Research; agosto-septiembre; pp. 26-30.
VARELA, J.; RIAL, A. y BRAÑA, T. (1997): «Éxito y fracaso de las extensiones de marca»; 78.º Seminario AEDEMO-AEA ; Palma de Mallorca; pp. 33-66.
YOO, B., DONTHU, N. y LEE, S. (2000): «An examination of selected marketing mix elements and Brand equity»; Journal of Academy of Marketing Science; vol. 28, n.º 2; pp. 195-211.
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