Matches in SemOpenAlex for { <https://semopenalex.org/work/W3122582925> ?p ?o ?g. }
Showing items 1 to 97 of
97
with 100 items per page.
- W3122582925 endingPage "78" @default.
- W3122582925 startingPage "61" @default.
- W3122582925 abstract "Management of brand equity has come to be viewed as critical to a brand's optimal long-term performance. The authors evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a brand. They use a random coefficients logit demand model calibrated on store-level scanner data to track brand equity estimates over time in two consumer packaged goods categories that experienced several new product introductions during the period of the empirical investigation. Using these tracked measures, the authors also study the impact of marketing actions, such as advertising, sales promotions, and product innovations, on brand equity. They find that the brand equity estimates effectively capture the high equity of strongly positioned popular brands and brands that command a significant price premium in niche markets. Using an example, the authors illustrate how these brand equity estimates can be used to monitor changes in brand equity, which measures such as market share may fail to capture. The substantive results indicate that advertising has a positive effect on brand equity in both the product categories, whereas the effect of sales promotions is not significant in either category. Furthermore, the results reveal that new product innovations have a positive impact on brand equity and can explain a significant proportion of its variation. Overall, the analysis shows that a brand manager can track brand equity using store-level data, gain insights into the drivers of the brand's equity, and manage these drivers to achieve brand equity targets." @default.
- W3122582925 created "2021-02-01" @default.
- W3122582925 creator A5022158246 @default.
- W3122582925 creator A5042412445 @default.
- W3122582925 creator A5091127220 @default.
- W3122582925 date "2007-04-01" @default.
- W3122582925 modified "2023-10-09" @default.
- W3122582925 title "Monitoring the Dynamics of Brand Equity Using Store-Level Data" @default.
- W3122582925 cites W1567784449 @default.
- W3122582925 cites W1978907431 @default.
- W3122582925 cites W2003359494 @default.
- W3122582925 cites W2015954563 @default.
- W3122582925 cites W2051167783 @default.
- W3122582925 cites W2058218386 @default.
- W3122582925 cites W2085479788 @default.
- W3122582925 cites W2091487472 @default.
- W3122582925 cites W2094116088 @default.
- W3122582925 cites W2098944378 @default.
- W3122582925 cites W2106962189 @default.
- W3122582925 cites W2123907609 @default.
- W3122582925 cites W2126763138 @default.
- W3122582925 cites W2136447736 @default.
- W3122582925 cites W2140276574 @default.
- W3122582925 cites W2151527246 @default.
- W3122582925 cites W2313280927 @default.
- W3122582925 cites W2322896560 @default.
- W3122582925 cites W3121146389 @default.
- W3122582925 cites W4231580914 @default.
- W3122582925 cites W4233775886 @default.
- W3122582925 cites W4234081717 @default.
- W3122582925 cites W4249652161 @default.
- W3122582925 doi "https://doi.org/10.1509/jmkg.71.2.061" @default.
- W3122582925 hasPublicationYear "2007" @default.
- W3122582925 type Work @default.
- W3122582925 sameAs 3122582925 @default.
- W3122582925 citedByCount "99" @default.
- W3122582925 countsByYear W31225829252012 @default.
- W3122582925 countsByYear W31225829252013 @default.
- W3122582925 countsByYear W31225829252014 @default.
- W3122582925 countsByYear W31225829252015 @default.
- W3122582925 countsByYear W31225829252016 @default.
- W3122582925 countsByYear W31225829252017 @default.
- W3122582925 countsByYear W31225829252018 @default.
- W3122582925 countsByYear W31225829252019 @default.
- W3122582925 countsByYear W31225829252020 @default.
- W3122582925 countsByYear W31225829252021 @default.
- W3122582925 countsByYear W31225829252022 @default.
- W3122582925 countsByYear W31225829252023 @default.
- W3122582925 crossrefType "journal-article" @default.
- W3122582925 hasAuthorship W3122582925A5022158246 @default.
- W3122582925 hasAuthorship W3122582925A5042412445 @default.
- W3122582925 hasAuthorship W3122582925A5091127220 @default.
- W3122582925 hasConcept C112698675 @default.
- W3122582925 hasConcept C144133560 @default.
- W3122582925 hasConcept C152455256 @default.
- W3122582925 hasConcept C162853370 @default.
- W3122582925 hasConcept C17744445 @default.
- W3122582925 hasConcept C199539241 @default.
- W3122582925 hasConcept C199728807 @default.
- W3122582925 hasConcept C205971072 @default.
- W3122582925 hasConcept C2524010 @default.
- W3122582925 hasConcept C33923547 @default.
- W3122582925 hasConcept C57375061 @default.
- W3122582925 hasConcept C90673727 @default.
- W3122582925 hasConceptScore W3122582925C112698675 @default.
- W3122582925 hasConceptScore W3122582925C144133560 @default.
- W3122582925 hasConceptScore W3122582925C152455256 @default.
- W3122582925 hasConceptScore W3122582925C162853370 @default.
- W3122582925 hasConceptScore W3122582925C17744445 @default.
- W3122582925 hasConceptScore W3122582925C199539241 @default.
- W3122582925 hasConceptScore W3122582925C199728807 @default.
- W3122582925 hasConceptScore W3122582925C205971072 @default.
- W3122582925 hasConceptScore W3122582925C2524010 @default.
- W3122582925 hasConceptScore W3122582925C33923547 @default.
- W3122582925 hasConceptScore W3122582925C57375061 @default.
- W3122582925 hasConceptScore W3122582925C90673727 @default.
- W3122582925 hasIssue "2" @default.
- W3122582925 hasLocation W31225829251 @default.
- W3122582925 hasOpenAccess W3122582925 @default.
- W3122582925 hasPrimaryLocation W31225829251 @default.
- W3122582925 hasRelatedWork W1993238136 @default.
- W3122582925 hasRelatedWork W2090583190 @default.
- W3122582925 hasRelatedWork W2348796232 @default.
- W3122582925 hasRelatedWork W2379746538 @default.
- W3122582925 hasRelatedWork W2393955159 @default.
- W3122582925 hasRelatedWork W3046517301 @default.
- W3122582925 hasRelatedWork W3157365306 @default.
- W3122582925 hasRelatedWork W4211010859 @default.
- W3122582925 hasRelatedWork W4283376489 @default.
- W3122582925 hasRelatedWork W4379141073 @default.
- W3122582925 hasVolume "71" @default.
- W3122582925 isParatext "false" @default.
- W3122582925 isRetracted "false" @default.
- W3122582925 magId "3122582925" @default.
- W3122582925 workType "article" @default.