Working Papers

Measuring Consumer Perceptions of Brand Quality With Scanner Data: Implications for Brand Equity

Wagner A. Kamakura and Gary J. Russell

Jan 1, 1991

Proposes three measures of brand equity, each based on the value that the consumer places on a product.

This resource is not available online.

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.