Estimating Brand Equity from Aggregate Data

Voleti, S (2009) Estimating Brand Equity from Aggregate Data. PhD thesis, University of Rochester.

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Abstract

Brands are now widely recognized as among a firm’s most valuable assets. Hence the assessment of the value or equity of brand assets has attracted a lot of academic and practitioner attention in recent years. Various Brand Equity (henceforth, BE) measurement schemes have been proposed and utilized. These methods rely either on surveys or experimental approaches that require costly or complex data collection at the individual level, on valuation approaches requiring firm financial data, or on aggregate level product-market outcomes often utilizing fixed effects approaches that interpret brand intercepts as BE.

Affiliation: Indian School of Business
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ORCiD
Voleti, S
http://orcid.org/0000-0002-6858-014X
Item Type: Thesis (PhD)
Additional Information: This Thesis was published by the author with the affiliation of University of Rochester, Simon Graduate School of Business.
Uncontrolled Keywords: Marketing, Brand Management, Branding, Brand Equity
Subjects: Marketing
Depositing User: Mohan Dass
Date Deposited: 15 Apr 2019 07:00
Last Modified: 15 Apr 2019 07:00
URI: http://eprints.exchange.isb.edu/id/eprint/838
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