How brand reputation affects the advertising-brand equity link

被引:113
作者
Chaudhuri, A [1 ]
机构
[1] Fairfield Univ, Dept Mkt, Charles F Dolan Sch Business, Fairfield, CT 06430 USA
关键词
D O I
10.2501/JAR-42-3-33-43
中图分类号
F [经济];
学科分类号
02 ;
摘要
A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Brands are used as the unit of analysis in determining the relationships between consumer-level perceptions of brands and market-level data on brand advertising and brand equity outcomes such as market share and relative price. Path analysis of the brand-level data strongly validates the model. It is also shown that brand reputation is a separate construct from brand attitudes and that it performs better than brand attitudes in explaining the effect of brand advertising on brand equity outcomes.
引用
收藏
页码:33 / 43
页数:11
相关论文
共 44 条
[1]   Measuring brand equity across products and markets [J].
Aaker, DA .
CALIFORNIA MANAGEMENT REVIEW, 1996, 38 (03) :102-&
[2]  
AAKER DA, 1993, BRAND EQUITY ADV
[3]   Dimensions of brand personality [J].
Aaker, JL .
JOURNAL OF MARKETING RESEARCH, 1997, 34 (03) :347-356
[4]  
Agres SJ, 1996, J ADVERTISING RES, V36, P21
[5]  
[Anonymous], 1996, SATISFACTION BEHAV P
[6]  
Baldinger AL, 1996, J ADVERTISING RES, V36, P22
[7]  
BALDINGER AL, 1990, J ADVERTISING RES, V30, pRC2
[8]   DOES AN ABSENCE OF BRAND EQUITY GENERALIZE ACROSS PRODUCT CLASSES [J].
BELLO, DC ;
HOLBROOK, MB .
JOURNAL OF BUSINESS RESEARCH, 1995, 34 (02) :125-131
[9]  
BENTLER PM, 1980, PSYCHOL BULL, V88, P588, DOI 10.1037/0033-2909.107.2.238
[10]  
BUTTERS GR, 1976, AM ECON REV, V66, P392