How Brand Reputation Affects The Advertising-Brand Equity Link

Document Type

Article

Publication Date

2002

Abstract

A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Brands are used as the unit of analysis in determining the relationships between consumer-level perceptions of brands and market-level data on brand advertising and brand equity outcomes such as market share and relative price. Path analysis of the brand-level data strongly validates the model. It is also shown that brand reputation is a separate construct from brand attitudes and that it performs better than brand attitudes in explaining the effect of brand advertising on brand equity outcomes.

Comments

Copyright Journal of Advertising Research 2002.

Publication Title

Journal of Advertising Research

Published Citation

Chaudhuri, Arjun. "How Brand Reputation Affects The Advertising-Brand Equity Link." Journal Of Advertising Research 42.3 (2002): 33-43.

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