Service Brand Equity
Introduction
Kamal Ghose has a query on measurement of brand equity in the context of brand effectiveness in service industries
: : : Posting
: : dialog
Date: Fri, 01 Dec 2006 13:36:56 +1300
From: "Kamal Ghose" <ghosek@lincoln.ac.nz>
One of my PhD students is working on Brand Effectiveness in Service industries and has based most of his hypotheses on brand equity. Unless he can measure brand equity , he will find it very difficult to prove any of the hypotheses quantitatively.
I am wondering if there has been any research on ‘measurement of brand equity’, or if there are measurement tools available. The basis of his research is Aaker’s Brand Equity Framework and he is using Brand Loyalty as the main construct with customer expereince as the key variable.