Marketing Officer
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A Product-Market-Based Measure of Brand Equity
Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
WORKING PAPER • REPORT NO. 02-102 • 2002
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A Product-Market-Based Measure of Brand Equity
Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
WORKING PAPER • REPORT NO. 02-102 • 2002
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MSI was established in 1961 as a not-for-profit institute with the goal of bringing together business leaders and academics to create knowledge that will improve business performance. The primary mission was to provide intellectual leadership in marketing and its allied fields. Over the years, MSI’s global network of scholars from leading graduate schools of management and thought leaders from sponsoring corporations has expanded to encompass multiple business functions and disciplines. Issues of key importance to business performance are identified by the Board of Trustees, which represents MSI corporations and the academic community. MSI supports studies by academics on these issues and disseminates the results through conferences and workshops, as well as through its publications series. This report, prepared with the support of MSI, is being sent to you for your information and review. It is not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permission from the Institute and the author. The views expressed in this report are not necessarily those of the Marketing Science Institute. Copyright © 2002 Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
MARKETING SCIENCE INSTITUTE
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A Product-Market-Based Measure of Brand Equity
Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
WORKING PAPER • REPORT NO. 02-102 • 2002
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A Product-Market-Based Measure of Brand Equity
Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
WORKING PAPER • REPORT NO. 02-102 • 2002
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MSI was established in 1961 as a not-for-profit institute with the goal of bringing together business leaders and academics to create knowledge that will improve business performance. The primary mission was to provide intellectual leadership in marketing and its allied fields. Over the years, MSI’s global network of scholars from leading graduate schools of management and thought leaders from sponsoring corporations has expanded to encompass multiple business functions and disciplines. Issues of key importance to business performance are identified by the Board of Trustees, which represents MSI corporations and the academic community. MSI supports studies by academics on these issues and disseminates the results through conferences and workshops, as well as through its publications series. This report, prepared with the support of MSI, is being sent to you for your information and review. It is not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permission from the Institute and the author. The views expressed in this report are not necessarily those of the Marketing Science Institute. Copyright © 2002 Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin
MARKETING SCIENCE INSTITUTE
References: Marketing Science Institute 31 Hjorth-Andersen, Christian (1984), “The Concept of Quality and the Efficiency of Markets for Consumer Products.” Journal of Consumer Research 11 (2)(September), 719-27 32 Marketing Science Institute Perrier, Raymond (1997), Brand Valuation, 3rd ed