Working Papers

A Product-Market-Based Measure of Brand Equity

Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin

Jan 1, 2002

Proposes a product-market-level measure of brand equity; examines its behavior for brands in 23 packaged goods categories over seven years.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.