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The brand equity: evidence on marketing investment

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  • Davcik, Nebojsa

Abstract

The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry in order to help development of more effective business strategies. The author studies an aggregate data set for 85 enriched juice brands in the Italian market. The enriched juice industry covers a broad category of healthy products, such as dietary, organic, functional and conventional juices with added value, etc. He found out that marketing investment, price, packaging and perceived quality were highly associated with the brand equity when it was analyzed from different approaches: as brand functional characteristics, brand name and producer name. The author discusses the managerial implication of the presented models as well as possible future research enhancements.

Suggested Citation

  • Davcik, Nebojsa, 2008. "The brand equity: evidence on marketing investment," MPRA Paper 26733, University Library of Munich, Germany, revised 25 Jun 2009.
    • Handle: RePEc:pra:mprapa:26733
    as

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    References listed on IDEAS

    as
    1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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    More about this item

    Keywords

    brand management; marketing investment in brand; juice industry;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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