Review paper
Monitoring the Dynamics of Brand Equity Using Store-Level Data
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...
Paper Details
Title
Monitoring the Dynamics of Brand Equity Using Store-Level Data
Published Date
Apr 1, 2007
Journal
Volume
71
Issue
2
Pages
61 - 78
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