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Measuring Brand Equity: proposal for conceptual and methodological improvements

Author

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  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This study proposes an individual measure of brand equity based on consurmer preference and choices. Starting form the valuation method developed by Park and Srinivasan, the author suggests both conceptual and methodological improvements. A survey based experiment for 32 brands comparing laboratory data and panel data proves the better internal and external validity of the revised model.

Suggested Citation

  • Philippe Jourdan, 2001. "Measuring Brand Equity: proposal for conceptual and methodological improvements," Post-Print hal-01134893, HAL.
    • Handle: RePEc:hal:journl:hal-01134893
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    Cited by:

    1. Philippe Jourdan, 2002. "De la marque en capitales vers le capital marque : quoi de neuf depuis les travaux du MSI ?," Post-Print hal-01134684, HAL.

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