1、1本科毕业论文外文翻译外文文献译文标题基于顾客的品牌资产测量资料来源消费者营销杂志VOL12NO41995作者WALFRIEDLASSAR,BANWARIMITTALANDARUNSHARMA引言品牌资产在商业活动的重要性相对于其在学术研究居于相同位置的，因为营销人员通过成功建立品牌能增加其竞争优势。公司的竞争优势体现在品牌资产上，良好的品牌资产表现为成功品牌拓展的机会、对抗竞争对手的促销压力和建立竞争壁垒（FARQUHAR，1989）。知名品牌的重要性体现在企业所拥有的优质的资产评估。比如，吉百利史威士以220万美元收购宝洁的“HIRES”和“CRUSH”产品线，其中90是用花费在宝洁的品牌
2、资产上（KAMAKURAANDRUSSELL,1991SCHLOSSBERG,1990）。同样，很多大公司中，比如CANADADRY和COLGATEPALMOLIVE为维护品牌地位而专门设立品牌经理YOVOVICH,1988。品牌资产的两个组成部分在消费者评价品牌资产的概念中，品牌资产被认为由品牌实力和品牌价值组成SRIVASTAVAANDSHOCKER,1991。品牌实力是通过消费者对品牌的联想。例如，象牙白会被消费者认为是一种具有很强清洁能力的温和的肥皂。另外，当品牌实力作为获得现在和未来优越回报的条件时，品牌价值就表现为收益的积累。比如，我们认为象牙品牌产品应该有肥皂、洗洁精、洗涤剂和洗
3、发水。在这篇文章中，我们的重点是衡量品牌的实力。基本上，品牌资产源于消费者有信心认为，其在品牌上能比竞争者做的更好的。这种信心能够转换成顾客对该品牌的忠诚度以及消费者愿意为品牌溢价而进行支付。例如，麦肯锡公司和INTELLIQUEST公司研究发现，当像惠普和IBM品牌产品处于价格涨价时，消费者愿意购买正处在打折的低品牌资产的品牌，如PACKARDBELLPOPE,1993。尽管品牌资产概念的重要性日益增加，但缺乏从消费者角度进行品牌资产2衡量的工具。由于品牌资产来源于顾客感知（KELLER,1993），所以对管理者来说，从消费者的角度去衡量和跟踪显得尤为重要。因此，本研究的目的是建立一个基于消
4、费者的品牌资产测量工具。本文分为四个部分。下一个章节从文献上对品牌资产进行回顾。然后，我们将提出包含定义和感性层面的品牌资产框架。接着，我们将提出一个测量工具。最后，我们从结果和为管理人员带来的影响进行讨论。财务和消费者基础的观点文献回顾品牌资产的研究已经从基于财务和消费者的两个不同角度进行。关于品牌资产的第一个观点是通过特许经营所创造的金融资产价值，但这不是本文所讨论内容。这种测量方法是基于顾客的品牌资产得出的结果。研究人员已经开发出对一个品牌的资产价值进行有效地测试的方法FARQUHARETAL,1991SIMONANDSULLIVAN,1992。第二种观点是基于顾客对品牌名称进行评估KE
5、LLER,1993SHOCKERETAL,1994。我们基于顾客角度进行分析原因有两点。第一，基于顾客的品牌资产是增加企业财政收入的动力。第二，管理者没有进行基于顾客角度的品牌资产测量。我们可以尝试仅基于顾客的品牌资产测量。然而，进行测量的的数量不如预期，这将降低规模的适应性MARTINANDBROWN,1990。最初，品牌资产被认为是由品牌意识、品牌认知、品牌联想所组成的消费者品牌联想KELLER,1991,1993。像之前所提到的，品牌资产被认为是由品牌实力和品牌价值所构成SRIVASTAVAANDSHOCKER,1991。我们所感兴趣的品牌实力，是通过消费者对品牌的联想所产生的。有些研究
6、人员把品牌资产视为由有形的和无形的感知所构成KAMAKURAANDRUSSELL,1991。品牌忠诚度和品牌延伸管理者对品牌资产感兴趣的原因是品牌忠诚度和品牌延伸。品牌资产与品牌忠诚度有正相关关系。品牌延伸受到原有品牌资产的影响BRIDGES,1992。由于老品牌受消费者所认知，与新品牌相比，老品牌能用更低广告费取得更大的销量SMITH,1991SMITHANDWHANPARK,1992。当产品线的质量发生由高变低得变化时，我们可以发现消费者会乐意接受品牌的延伸DACINANDSMITH,1994。这表明消费者对品牌的质量参差不齐不是很在乎。实际上，对品牌管理者来说，3品牌资产的降低不是由于推
7、出质量差的产品。同样，品牌延伸是基于顾客对品牌的相关产品的联想BRONIARCZYKANDALBA,1994。例如，相比佳洁士，消费者会更容易接受CLOSEUP的漱口水的产品延伸，因为CLOSEUP更注重口气的清新，而佳洁士则更注重牙齿的保护。基于顾客的品牌资产基于顾客的品牌资产测量框架品牌资产的定义基于顾客的品牌资产被认为与营销中消费者对品牌的认知有区别KAMAKURAANDRUSSELL,1991。因此，品牌资产被认为是从个别的消费者角度出发，而基于消费者的品牌资产产生在消费者所熟悉的品牌中，同时，消费者对这些品牌具有一些偏好、长时期、独特的品牌联想KAMAKURAANDRUSSELL,1
8、991。根据这个定义，我们认为定义品牌资产拥有五个重要的因素。第一，品牌资产不是指一些客观的指标，而是消费者的看法。第二，品牌资产是围绕着品牌的所有价值。第三，所有的价值是来自品牌名称，而不是单从品牌的物理层面。第四，品牌资产不是绝对的，而是相对于竞争。最后，品牌资产对财务业绩有积极地影响。鉴于这些特点，品牌资产的可操作性体现为通过提升品牌的用途感知来赋予产品。消费者的感知是通过把一个品牌与其他品牌相比较，来得出产品整体优势。品牌资产的五个方面基于感知层面的品牌资产模型尽管已经开发出测量基于顾客的品牌资产的工具（PARKANDSRINIVASAN,1994，其仅从经验出发，对顾客的品牌感知进行
9、测量MARTINANDBROWN,1990。因此，这个方法并没有被广泛地应用。以往的研究人员从五个方面对品牌资产进行定义，即感知质量、感知价值、联想、可信性和承诺MARTINANDBROWN,1990。为了制定出更好地测量尺度，作者和其同事针对以往的研究，提出以下几点改进。首先，我们改变质量维度，让它表现得更为精确。我们把表现应用到更广泛地范围，来为测量工作作参考。我们认为，消费者判定一个优质品牌是根据其产品的实际表现。我们模型中认为，由于品牌名称是由其所拥有的的其4他产品的名称、价值、用途所组成，也就是说，消费者对质量的信任（即性能）已经融入到品牌价值和资产BRUCKSANDZEITHAML
10、,1991。第二，我们规定联想从社会的角度进行，也被成为社会联想。我们认为，社会联想是消费者在社会群体中的品牌感知，它包括消费者对一个品牌使用者类型的归类。第三，我们想要测量是品牌资产的知觉层面而不是行为层面，也要对感觉和行为进行区别。我们仅从对品牌资产感知，判断其行为对品牌资产的影响，而不是品牌资产的本身。我们认为，这是消费者对品牌资产的正面的感知。消费者的价值守信诚信表现为消费者把他们所信任的品牌赋予很高的价值。例如，诺斯特被消费者所信任，可以转换成诺斯特拥有更高层次的品牌资产。相反，一个不被消费者所信任的品牌将会对品牌资产找出负面影响。消费者通过品牌的发展和品牌的感性认识来识别品牌。可口
11、可乐的改变遭到其忠实粉丝的强烈抗议，这就体现了一个品牌的效用。与通用产品品牌规模化发展研究过程在研究开始，我们对22名消费者提出开放性的问题，让他们回答为什么大多数人喜欢没有品牌或者是仿制所生产的产品。通过指定产品类别（根据受访者的不同指定不同的产品类别）寻求一般品牌与仿制产品之间的不同。对于这些反应的审查，我们结合学术研究和实践应用，得出品牌资产的五个方面和对应的一些措施。第一步，我们产生了83个测量项目。为了确保内容的有效性，我们对这些测量项目让营销学上专家进行定义。这些专家为整个测量项目筛选出他们认为最好的测量项目。一些没有被归类到构造类别中的项目将被淘汰。由此，产生由五到八个测量项目所
12、组成的列表。试验研究一我们管理的项目汇总75名消费者所指定出现有产品（一个产品的反映）的品牌。这些产品包括运动球鞋（ASICS和锐步）、电话寻呼机（ATSCHLOSSBERG,1990SIMILARLY,MAJORCORPORATIONSSUCHASCANADADRYANDCOLGATEPALMOLIVEHAVECREATEDTHEPOSITIONOFBRANDEQUITYMANAGERTOBUILDSUSTAINABLEBRANDPOSITIONSYOVOVICH,1988TWOCOMPONENTSOFBRANDEQUITYINCONCEPTUALIZINGHOWCUSTOMERSEVALU
13、ATEBRANDEQUITY,ITISVIEWEDASCONSISTINGOFTWOCOMPONENTSBRANDSTRENGTHANDBRANDVALUESRIVASTAVAANDSHOCKER,1991BRANDSTRENGTHCONSTITUTESTHEBRANDASSOCIATIONSHELDBYCUSTOMERSASANEXAMPLE,IVORYMAYBEREGARDEDBYITSCUSTOMERSASAMILDSOAPWITHVERYGOODCLEANSINGPOWERONTHEOTHERHAND,BRANDVALUESARETHEGAINSTHATACCRUEWHENBRANDS
14、TRENGTHISLEVERAGEDTOOBTAINSUPERIORCURRENTANDFUTUREPROFITSASANEXAMPLE,SOAP,DISHWASHINGLIQUID,DETERGENTSANDSHAMPOOAREMARKETEDUNDERTHEIVORYBRANDNAMEOUREMPHASISINTHISARTICLEISONTHEMEASUREOFBRANDSTRENGTHBASICALLY,BRANDEQUITYSTEMSFROMTHEGREATERCONFIDENCETHATCONSUMERSPLACEINABRANDTHANTHEYDOINITSCOMPETITORS
15、THISCONFIDENCETRANSLATESINTOCONSUMERSLOYALTYANDTHEIRWILLINGNESSTOPAYAPREMIUMPRICEFORTHEBRANDASANEXAMPLE,A8STUDYBYMCKINSEYSIMONANDSULLIVAN,1992THESECONDPERSPECTIVEISCUSTOMERBASEDINTHATCONSUMERRESPONSETOABRANDNAMEISEVALUATEDKELLER,1993SHOCKERETAL,1994WEFOCUSONTHECUSTOMERBASEDPERSPECTIVEFORTWOREASONSFI
16、RST,CUSTOMERBASEDBRANDEQUITYISTHEDRIVINGFORCEFORINCREMENTALFINANCIALGAINSTOTHEFIRMSECOND,MANAGERSDONOTHAVEACUSTOMERBASEDMEASURETOEVALUATEBRANDEQUITYWECOULDDISCOVERONLYONEATTEMPTTOMEASURECUSTOMERBASEDBRANDEQUITYHOWEVER,THEDIMENSIONALITYOFTHESCALEWASNOTASEXPECTEDANDTHATHASREDUCEDTHEAPPLICABILITYOFTHES
17、CALEMARTINANDBROWN,1990INITIALLY,BRANDEQUITYWASCONCEPTUALIZEDASCONSISTINGOFCONSUMERSBRAND9ASSOCIATIONSTHATINCLUDEBRANDAWARENESS,KNOWLEDGEANDIMAGEKELLER,1991,1993ASSTATEDEARLIER,BRANDEQUITYISREGARDEDASCONSISTINGOFTWOCOMPONENTSBRANDSTRENGTHANDBRANDVALUESRIVASTAVAANDSHOCKER,1991OURINTERESTISINBRANDSTRE
18、NGTH,WHICHCONSTITUTESTHEBRANDASSOCIATIONSHELDBYTHEBRANDSCUSTOMERSSOMERESEARCHERSVIEWBRANDEQUITYASPERCEIVEDBRANDQUALITYOFBOTHTHEBRANDSTANGIBLEANDINTANGIBLECOMPONENTSKAMAKURAANDRUSSELL,1991BRANDLOYALTYANDBRANDEXTENSIONSBRANDEQUITYISOFINTERESTTOMANAGERSBECAUSEOFBRANDLOYALTYANDBRANDEXTENSIONSBRANDEQUITY
19、HASAPOSITIVERELATIONSHIPWITHBRANDLOYALTYBRANDEXTENSIONSAREANAREATHATAREAFFECTEDBYTHEORIGINALBRANDSEQUITYBRIDGES,1992ACURRENTBRANDEXTENSIONWHENCOMPAREDTOANEWBRANDNAMEHASLOWERADVERTISINGCOSTSANDHIGHERSALESBECAUSEOFCONSUMERKNOWLEDGEOFTHEORIGINALBRANDSMITH,1991SMITHANDWHANPARK,1992INTERESTINGLY,ITHASBEE
20、NFOUNDTHATCONSUMERSACCEPTBRANDEXTENSIONSMOREWHENTHEQUALITYVARIATIONSACROSSTHEPRODUCTLINEARESMALLRATHERTHANLARGEDACINANDSMITH,1994THISSUGGESTSTHATCONSUMERSDONOTTRUSTBRANDSWHOSEQUALITYVARIESINFACTITISCRITICALFORBRANDMANAGERSNOTTOLOSEBRANDEQUITYBYLAUNCHINGSUBSTANDARDPRODUCTSINASIMILARVEIN,BRANDEXTENSIO
21、NSAREMOREACCEPTABLEFORPRODUCTSWHERETHECUSTOMERBASEDBRANDASSOCIATIONSARESALIENTANDRELEVANTBRONIARCZYKANDALBA,1994FOREXAMPLE,CONSUMERSWILLMOREREADILYACCEPTAMOUTHWASHEXTENSIONOFCLOSEUPTHANOFCRESTBECAUSECLOSEUPISASSOCIATEDWITHBREATHFRESHENINGWHEREASCRESTISASSOCIATEDWITHDENTALPROTECTIONCUSTOMERBASEDBRAND
22、EQUITYAFRAMEWORKFORMEASURINGCUSTOMERBASEDBRANDEQUITYDEFINITIONOFBRANDEQUITYCUSTOMERBASEDBRANDEQUITYHASBEENDEFINEDASTHEDIFFERENTIALEFFECTOFBRANDKNOWLEDGEONCONSUMERRESPONSETOTHEMARKETINGOFTHEBRANDKAMAKURAANDRUSSELL,1991THUSBRANDEQUITYISCONCEPTUALIZEDFROMTHEPERSPECTIVEOFTHEINDIVIDUALCONSUMERANDCUSTOMER
23、BASEDBRANDEQUITYOCCURSWHENTHECONSUMERISFAMILIARWITHTHEBRANDANDHOLDSSOMEFAVORABLE,STRONG,ANDUNIQUEBRAND10ASSOCIATIONSINTHEMEMORYKAMAKURAANDRUSSELL,1991BASEDONTHISDEFINITION,WEBELIEVETHATTHEREAREFIVEIMPORTANTCONSIDERATIONSTODEFININGBRANDEQUITYFIRST,BRANDEQUITYREFERSTOCONSUMERPERCEPTIONSRATHERTHANANYOB
24、JECTIVEINDICATORSSECOND,BRANDEQUITYREFERSTOAGLOBALVALUEASSOCIATEDWITHABRANDTHIRD,THEGLOBALVALUEASSOCIATEDWITHTHEBRANDSTEMSFROMTHEBRANDNAMEANDNOTONLYFROMPHYSICALASPECTSOFTHEBRANDFOURTH,BRANDEQUITYISNOTABSOLUTEBUTRELATIVETOCOMPETITIONFINALLY,BRANDEQUITYPOSITIVELYINFLUENCESFINANCIALPERFORMANCEINVIEWOFT
25、HESECHARACTERISTICS,WEOPERATIONALIZEBRANDEQUITYAS“THEENHANCEMENTINTHEPERCEIVEDUTILITYANDDESIRABILITYABRANDNAMECONFERSONAPRODUCT”ITISTHECONSUMERSPERCEPTIONOFTHEOVERALLSUPERIORITYOFAPRODUCTCARRYINGTHATBRANDNAMEWHENCOMPAREDTOOTHERBRANDSFIVEDIMENSIONSOFBRANDEQUITYPERCEPTUALDIMENSIONSOFBRANDEQUITYTHEPROP
26、OSEDMODELALTHOUGHTHEREHAVEBEENPRODUCTSPECIFICMEASURESOFCUSTOMERBASEDBRANDEQUITYPARKANDSRINIVASAN,1994,THEREEXISTSONLYONESTUDYONEMPIRICALMEASUREMENTOFCUSTOMERPERCEIVEDBRANDEQUITYMARTINANDBROWN,1990HOWEVER,THISSCALEHASNOTBEENUSEDEXTENSIVELYPREVIOUSRESEARCHERSHAVECONCEPTUALIZEDBRANDEQUITYASHAVINGFIVEDI
27、MENSIONSTOBRANDEQUITY,NAMELYPERCEIVEDQUALITY,PERCEIVEDVALUE,IMAGE,TRUSTWORTHINESS,ANDCOMMITMENTMARTINANDBROWN,1990TODEVELOPABETTERSCALE,THEAUTHORSANDTHEIRACADEMICCOLLEAGUESEXAMINEDTHEPREVIOUSRESEARCHANDMADETHEFOLLOWINGCHANGESWEREPLACEDTHEQUALITYDIMENSIONWITHPERFORMANCETHATISMOREFOCUSSEDWEUSE“PERFORM
28、ANCE”ASANINCLUSIVETERM,TOREFERTOTHETOTALITYOFTHEPHYSICALJOBWEDEFINEPERFORMANCEAS“ACONSUMERSJUDGMENTABOUTABRANDSFAULTFREEANDLONGLASTINGPHYSICALOPERATIONANDFLAWLESSNESSINTHEPRODUCTSPHYSICALCONSTRUCTION”THEREASONBRANDNAMEISUSEDBYCONSUMERSTO“INFER”QUALITYOFANUNFAMILIARPRODUCTISBECAUSETHATBRANDNAMEHASBUI
29、LT,BASEDONITSASSOCIATIONWITHOTHERQUALITYPRODUCTSCARRYINGTHATNAME,AVALUEORUTILITYTHATIS,BELIEFSABOUTQUALITYIEPERFORMANCEHAVEGONEINTOTHATBRANDNAMESVALUEOREQUITY,ASOURMODELEXPLICITLYSTATES11BRUCKSANDZEITHAML,1991SECOND,WELIMITEDTHEREFERENCEOFTHEIMAGEDIMENSIONTOTHESOCIALDIMENSION,CALLINGITSOCIALIMAGEWED
30、EFINESOCIALIMAGEAS“THECONSUMERSPERCEPTIONOFTHEESTEEMINWHICHTHECONSUMERSSOCIALGROUPHOLDSTHEBRANDITINCLUDESTHEATTRIBUTIONSACONSUMERMAKESANDACONSUMERTHINKSTHATOTHERSMAKETOTHETYPICALUSEROFTHEBRAND”THIRD,SINCEITWASOURINTENTIONTOMEASUREPERCEPTUALRATHERBEHAVIORALDIMENSIONSOFBRANDEQUITY,WEDISTINGUISHBETWEEN
31、COMMITMENTASAFEELINGVERSUSCOMMITMENTASACTIONWEVIEWONLYTHEFEELINGASACOMPONENTOFBRANDEQUITY,JUDGINGBEHAVIORTOBEACONSEQUENCEOFBRANDEQUITYRATHERTHANBRANDEQUITYITSELFTHEFEELINGINTERPRETATIONOFCOMMITMENTISSUBSUMEDINOURFRAMEWORKUNDERTHERUBRICOFIDENTIFICATION/ATTACHMENTWEDEFINEITAS“THERELATIVESTRENGTHOFACON
32、SUMERSPOSITIVEFEELINGSTOWARDTHEBRAND”CONSUMERSVALUETRUSTWORTHINESSTRUSTWORTHINESSISINCLUDEDBECAUSECONSUMERSPLACEHIGHVALUEINTHEBRANDSTHATTHEYTRUSTASANEXAMPLE,CONSUMERSTRUSTINNORDSTROMHASTRANSLATEDINTOAHIGHERLEVELOFEQUITYFORNORDSTROMSTORESCONVERSELY,DISTRUSTINABRANDNEGATIVELYAFFECTSBRANDEQUITYIDENTIFI
33、CATION/ATTACHMENTISINCLUDEDBECAUSECONSUMERSCOMETOIDENTIFYWITHSOMEBRANDSANDDEVELOPSENTIMENTALATTACHMENTWITHTHOSEBRANDSTHEVEHEMENTPROTESTSWHICHTHEBRIEFREMOVALOF“OLD”COCACOLABROUGHTFORTHBYITSLOYALFANSEXEMPLIFYTHISDIMENSIONANDITSPOWERINAUGMENTINGABRANDSUTILITYBRANDEDVERSUSGENERICPRODUCTSSCALEDEVELOPMENT
34、RESEARCHPROCESSTOBEGINTHERESEARCH,WEASKED22CONSUMERSOPENENDEDQUESTIONSASTOWHYMOSTPEOPLEPREFERABRANDNAMEPRODUCTOVERUNBRANDEDORGENERICPRODUCTSRESPONSESWERESOUGHTFORBRANDEDVERSUSGENERICPRODUCTSINGENERAL,FOLLOWEDMBYSPECIFIEDPRODUCTCATEGORIESDIFFERENTPRODUCTCATEGORIESFORDIFFERENTNRESPONDENTSAREVIEWOFTHES
35、ERESPONSESCOMBINEDWITHACADEMICANDPRACTITIONERLITERATUREAS12WELLASOUROWNREFLECTIONSSERVEDASAGUIDETOTHEDELINEATIONOFTHEFIVEDIMENSIONSOFBRANDEQUITYANDSOMEOFTHEIRMEASURESFOLLOWINGTHEFIRSTSTEP,WEGENERATED83MEASUREMENTITEMSINORDERTOESTABLISHCONTENTVALIDITYOFSUBSEQUENTSCALESWEGAVETHESEMEASUREMENTITEMSANDOU
36、RCONSTRUCTDEFINITIONSTOTHREEMARKETINGPROFESSORSTHESEEXPERTSPROVIDEDACONTENTBASEDSCREENINGPROCESSBYASSIGNINGINDIVIDUALITEMSTOTHECONSTRUCTCATEGORYTHEYTHOUGHTTHEITEMBESTINDICATEDITEMSWHICHDIDNOTGETCLASSIFIEDINTHECONSTRUCTCATEGORIESWEREELIMINATEDTHERESULTINGSHORTERLISTCONTAINEDABOUTFIVETOEIGHTMEASUREMEN
37、TITEMSFOREACHCONSTRUCTPILOTSTUDYONEWEADMINISTEREDTHEITEMPOOLTO75CONSUMERSFORASETOFEXISTINGPRODUCTSONEPRODUCTPERRESPONDENTWITHTHEIRBRANDNAMESSPECIFIEDTHEPRODUCTSWERESPORTSNEAKERSASICSANDREEBOK,TELEPHONEANSWERINGMACHINESATT,ANDTELEVISIONMONITORSRCATHROUGHSTATISTICALANALYSISWEREDUCEDTHEITEMSTO58TWOBRAN
38、DSPILOTSTUDYTWOWECOLLECTEDFURTHERDATAWITHTHISREDUCEDSETOFITEMS,BUTTHISTIMEWEASKEDRESPONDENTSTHEMSELVESTOCHOOSETWOBRANDSOFSPECIFIEDPRODUCTCATEGORIESPENSFORSOMEANDJEANSFOROTHERSWITHWHICHTHEYWEREFAMILIARTHERATIONALEFORTHISMODIFICATIONWASTOREDUCETHEHALOEFFECTSACROSSDIMENSIONSTHISAPPROACHWORKED,THOUGHNOT
39、ENTIRELY,ANDWEWEREABLETOREDUCETHENUMBEROFITEMSFURTHERTO26PILOTSTUDYTHREETOEXAMINETHE26ITEMSANDREDUCETHEITEMSTOAMANAGEABLESCALE,WECARRIEDOUTANOTHERSTUDYHERE,WEUSEDA“SYNTHETIC”STIMULUSWITHAHYPOTHETICALBRANDNAMEANINFORMATIONSHEETONANEWLINEOFAVANIWATCHESWASPREPAREDANDGIVENTOSTUDENTSALONGWITHTHEWATCHPICT
40、URESTAKENFROMACATALOGFORTYFIVECONSUMERSANSWEREDTHESURVEYTHERESULTINGSCALEWASALSOSIGNIFICANTLYCORRELATEDWITHANOVERALLMEASUREOFBRANDEQUITYP0001INOURDEBRIEFINGOFTHE13RESPONDENTS,THEYHADPROBLEMSWITHSEMANTICDIFFERENTIALSCALESACCORDINGLY,WECHANGEDTHESCALESTOAGREE/DISAGREESCALESFORTHEMAJORSTUDYALSO,INSTEAD
41、OFEVALUATINGONEBRAND,RESPONDENTSWEREMORECOMFORTABLECOMPARINGBRANDSTHERESULTINGSCALEHAD17ITEMSINDIVIDUALIZEDFORABRANDOFTELEVISIONCOMPARISONOFTHREEBRANDSSTUDYONCEWEHADTHE17ITEMSOFTHESCALE,WETESTEDTHESCALEINTWOCATEGORIESTHEFIRSTWASTELEVISIONMONITORSANDTHESECONDWASWATCHESRECALLTHATBRANDEQUITYISACONCEPTT
42、HATCANBEMEASUREDONLYINCOMPARISONWITHOTHERBRANDSINTHESAMECATEGORYWECREATEDAQUESTIONNAIRETHATCONSUMERSCOULDUSETOCOMPARETHREEBRANDSSIMULTANEOUSLYTHEQUESTIONSWERERANDOMIZEDANDTHEORDERSOFTHEBRANDSINTHEQUESTIONNAIREWEREALSOCHANGEDWECOMPAREDTHREEBRANDSOFTELEVISIONMONITORSSONY,RCAANDGOLDSTARANDTHREEBRANDSOF
43、WATCHESSEIKO,BULLOVAANDTIMEXTHEQUESTIONNAIRESWEREADMINISTEREDTO113CONSUMERSWEFIRSTSUMMEDTHESCALERATINGSFOREACHOFTHETHREEBRANDSFROMTHISSUMWECALCULATEDTHEAVERAGEBRANDEQUITYRATINGWETHENCOLLECTEDTHEPRICESOFSIMILARPRODUCTITEMSFROMTHETHREEBRANDSINTELEVISIONMONITORS,SONYWASRATEDTHEHIGHESTANDALSOHADTHEHIGHE
44、STPRICESRCAWASRATEDNEXTGOLDSTARWASRATEDTHELOWESTANDALSOHADTHELOWESTPRICEINWATCHES,SEIKOWASRATEDTHEHIGHESTANDALSOHADTHEHIGHESTPRICESALTHOUGHBULLOVAANDTIMEXHADSIMILARRATINGS,WEFOUNDBULLOVAPRICESTOBEHIGHERTHANTIMEXTHEIMPLICATIONOFTHISRESULTISDISCUSSEDNEXTMANAGERIALIMPLICATIONSANDRECOMMENDATIONSINTHISAR
45、TICLEWEDEVELOPEDANDPRESENTEDASCALETOMEASURECUSTOMERBASEDBRANDEQUITYTHISSCALEWASDEVELOPEDAFTERFOURSTUDIESINWHICHWENARROWEDOURINITIALSCALEOF83ITEMSTOASCALEOF17THERESULTINGSCALEWASSIGNIFICANTLYCORRELATEDWITHANOVERALLMEASUREOFBRANDEQUITYWEALSOTESTEDTHESCALEINTWOPRODUCTCATEGORIESTELEVISIONMONITORSANDWATCHESINGENERALWEFOUNDTHATPRICESREFLECTEDTHEEQUITYASSOCIATEDWITHTHEBRAND
