Dimensionalising on- and off-line brands' composite equity
Christodoulides, G. and de Chernatony, L. (2004) Dimensionalising on- and off-line brands' composite equity. Journal of Product & Brand Management, 13 (3). pp. 168-179. ISSN 1061-0421
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To link to this article DOI: 10.1108/10610420410538069
This paper approaches the subject of brand equity measurement on and offline. The existing body of research knowledge on brand equity measurement has derived from classical contexts; however, the majority of today's brands prosper simultaneously online and offline. Since branding on the Web needs to address the unique characteristics of computer-mediated environments, it was posited that classical measures of brand equity were inadequate for this category of brands. Aaker's guidelines for building a brand equity measurement system were thus followed and his brand equity ten was employed as a point of departure. The main challenge was complementing traditional measures of brand equity with new measures pertinent to the Web. Following 16 semi-structured interviews with experts, ten additional measures were identified.