Summary
Summary Keller, Kevin Lane (1993) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
- Course
- Institution
samenvatting paper keller - conceptualizing measuring and managing customer-based brand equity
[Show more]
4 reviews
By: adelabusharar • 3 year ago
By: sevinsevgi • 6 year ago
By: saskiavdmeulen • 7 year ago
By: ellenkostermans • 7 year ago
Okay
Seller
Follow
AR21
Reviews received
Content preview
Summary KellerConceptualizing, measuring, and managing customer-based brand
equity
Definition customer-based brand equity: the differential effect of brand
knowledge on consumer response to the marketing of the brand. In other words,
the marketing effects uniquely attributable to the brand. It involves consumers’
reactions to an element of the marketing mix for the brand in comparison with
their reactions to the same marketing mix element attributed to a fictitiously
named version of the product or service.
Brand knowledge: defined in terms of brand awareness (brand recall and
recognition) and brand image (set of associations linked to the brand). It is a
name, term, sigh, symbol or design (or combination), which is intended to
identify the goods and services of one seller to differentiate them from
competitors.
The strength of an association between the activated node (stored information
connected by links that vary in strength) and all linked nodes determines the
extent of this ‘spreading activation’ and the information that can be retrieved
from memory.
Brand awareness is related to the strength of the brand node or trace in
memory, as reflected by consumers’ ability to identify the brand under
different conditions.
- Brand recognition: consumers’ ability to confirm prior exposure to the
brand when given the brand as a cue.
- Brand recall: consumers’ ability to retrieve the brand when given the
product category, the needs fulfilled by the category or some other type of
probe as a cue (generate brand from memory).
Brand image is defined as perceptions about a brand as reflected by the
brand associations held in consumer memory.
The different types of brand associations that may be present in consumer
memory:
1. Attributes: descriptive features that characterize a product or service,
distinguished according to how directly they relate to product/service
performance. We distinguish product-related attributes (ingredients
necessary for performing the product/service function sought by
customers) and non-product-related attributes (external aspects of the
product/service that relate to its purchase or consumption; price
information, packaging, user imagery and usage imagery).
2. Benefits: the personal value consumers attach to the product or service
attributes (what consumers think it can do for them). We distinguish three
categories; functional benefits (intrinsic advantages of product/service
consumption – product-related attributes), experiential benefits (what it
feels like to use the product/service – product-related attributes) and
symbolic benefits (extrinsic advantages of product/service consumption –
non-product-related attributes).
3. Attitudes: consumers’ overall evaluations of a brand, which form the basis
for consumer behavior (e.g. brand choice). The most influential
multiattribute model is the expectancy-value model which views attitudes
as a multiplicative function
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller AR21. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.71. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
48072 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now