Le capital marque: proposition d'une mesure individuelle et essai de validation

Abstract : The purpose of this article is to come up with an individual measure of brand equity, based on consumers preferences and choices. Using the customer-based brand equity definition and valuation method, initially proposed by Park and Srinivasan, the authors put forwards two improvements, one conceptual, the other methodological. A survey-based results on 32 brands, comparing laboratory data and panel data, shows that the revised method has a better internal and external validity. The corrected brand equity construct is indeed better correlated to other constructs related to brand strength, such as market share and distribution indices. Last but not least, the Logit model, elaborated upon the revised construct, leads to a satisfactory prediction of choice shares, attesting that the proposed approach has a good predictive validity. Some limits which are paths for new research are underlined : the article is still exploratory and some of the results call for a confirmatory validation.
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Philippe Jourdan. Le capital marque: proposition d'une mesure individuelle et essai de validation. Recherche et Applications en Marketing (French Edition), SAGE Publications, 2001, pp.3-23. ⟨hal-01132968⟩

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