What question did this study set out to answer?

The aim is to explore the relationship between consumer-based brand equity and sales-based brand equity, as well as their impact on marketing response.

December 14, 2016Journal of MarketingOpen Access

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

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Authors

HDHannes DattaTilburg University KAKusum L. AilawadiDartmouth College HHHarald J. van HeerdeUNSW Sydney

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Examines how consumer-based brand equity affects sales-based brand equity and marketing-mix response.

Key Points

The aim is to explore the relationship between consumer-based brand equity and sales-based brand equity, as well as their impact on marketing response.
Analyzed ten years of IRI scanner and Brand Asset Valuator data.
Included 290 brands across 25 packaged goods categories.
Evaluated the association between consumer-based and sales-based brand equity.
Found a strong positive association of sales-based brand equity with relevance, esteem, and knowledge dimensions of consumer-based brand equity.
Identified a slight negative correspondence with the energized differentiation dimension.
Documented a nuanced relationship of consumer-based brand equity dimensions with marketing-mix responses.

Cite This Study

Datta et al. (2016) studied this question.

synapsesocial.com/papers/69dad4951e19c8ae08835922 https://doi.org/10.1509/jm.15.0340

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How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

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Cite This Study

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

Discussion

Member takes

Implication

Key Points

Cite This Study

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