Universität zu Köln

Fischer, Marc, Voelckner, Franziska and Sattler, Henrik (2010). How Important Are Brands? A Cross-Category, Cross-Country Study. J. Mark. Res., 47 (5). S. 823 - 840. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7193

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Abstract

This article focuses on the measurement of the overall importance of brands for consumer decision making-that is, brand relevance in category, or BRiC-across multiple categories and countries. Although brand equity measures for specific brands have attracted a large body of literature, the questions of how important brands are within an entire product category and the extent to which BRIG differs across categories and countries have been neglected. The authors introduce the concept of BRIG (a category-level measure, not a brand-level measure). They develop a conceptual framework to measure BRiC and the drivers of BRIG, test the framework empirically with a sample of more than 5700 consumers, and show how the construct varies across 20 product categories and five countries (France, Japan, Spain, the United Kingdom, and the United States). The results suggest a high validity of the proposed BRiC measure and show substantial differences between categories and countries. A replication study two-and-a-half years later confirms the psychometric properties of the suggested scale and shows remarkable stability of the findings. The findings have important implications for the management of brand investments.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Fischer, Marc UNSPECIFIED UNSPECIFIED UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED Sattler, Henrik UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-495804
DOI:	10.1509/jmkr.47.5.823
Journal or Publication Title:	J. Mark. Res.
Volume:	47
Number:	5
Page Range:	S. 823 - 840
Date:	2010
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7193
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language MARKET BEHAVIOR; SELF-CONCEPT; CONSUMER; VALIDATION; MEANINGS; VALIDITY; EQUITY; MODEL Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/49580