Brand Equity: A Perspective on its Meaning and Measurement

Srivastava, R K and Shocker, A D (1991) Brand Equity: A Perspective on its Meaning and Measurement. Technical Report. Marketing Science Institute. (Submitted)

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Abstract

Brand equity (BE) has become an important issue from a variety of perspectives: mergers and acquisitions, evaluation of strategies (e.g., advertising, promotion, quality improvement) and management (in terms of its impact on value creation, brand extensions, enhancement and exploitation of brand strengths), to mention a few. While there is general consensus that brands are assets and as such need to be managed with a long-term perspective, the meaning of the term brand equity varies. This paper provides a review of extant literature as well as presentations at two MSI brand equity conferences. It also provides a summary list of insights and questions which should provide both managers and researchers with food for thought and directions for future research.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Monograph (Technical Report)
Additional Information: The research paper was published by the author with the affiliation of The University of Texas at Austin
Uncontrolled Keywords: Branding, Brands, Brand Management, Brand Equity, Marketing
Subjects: Marketing
Depositing User: Mohan Dass
Date Deposited: 20 Apr 2019 11:21
Last Modified: 23 Apr 2019 12:28
URI: http://eprints.exchange.isb.edu/id/eprint/863
Publisher URL: https://www.msi.org/reports/brand-equity-a-perspec...
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