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Measuring Brand Value with Scanner Data

Intern. J. of Research in Marketing 10 (1993) 9-22, North-Holland

14 Pages Posted: 26 Apr 2014  

Wagner A. Kamakura

Rice University

Gary Russell

University of Iowa - Henry B. Tippie College of Business

Date Written: 1990

Abstract

Using actual consumer choice data from a single-source scanner panel, we construct two measures of brand value which capture different aspects of brand equity. Brand Value measures perceived quality, the value assigned by consumers to the brand, after discounting for current price and recent advertising exposures. Brand Intangible Value isolates the component of brand value which cannot be directly attributed to the physical product, thus measuring the value created by such factors as brand name associations and perceptual distortions. We illustrate these measures in a study of the powder laundry detergent category and briefly relate the results to strategic variables (order of entry and cumulative advertising expenditures).

Suggested Citation

Kamakura, Wagner A. and Russell, Gary, Measuring Brand Value with Scanner Data (1990). Intern. J. of Research in Marketing 10 (1993) 9-22, North-Holland. Available at SSRN: https://ssrn.com/abstract=2424937

Wagner A. Kamakura (Contact Author)

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Gary Russell

University of Iowa - Henry B. Tippie College of Business ( email )

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5020 Main Library
Iowa City, IA 52242-1000
United States

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