Accessibility navigation


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

Full text not archived in this repository.

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1108/10610420410538069

Abstract/Summary

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.

Item Type:Article
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:25927
Uncontrolled Keywords:Brand equity, Experts, Internet
Publisher:Emerald

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation