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Revenue Premium as an Outcome Measure of Brand Equity
Abstract
The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity. The authors provide the conceptual basis for the measure, compute it for brands in several packaged goods categories, and test its validity. The empirical analysis shows that the measure is reliable and reflects real changes in brand health over time....
Paper Details
Title
Revenue Premium as an Outcome Measure of Brand Equity
Published Date
Oct 1, 2003
Journal
Volume
67
Issue
4
Pages
1 - 17
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Notes
History