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How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?

机译：基于消费者的品牌资产与基于销售的品牌资产和营销组合反应的匹配程度如何？

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摘要

Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured based on either consumer perceptions or on sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This paper studies the extent to which CBBE manifests itself in SBBE and marketing mix response using ten years of IRI scanner and Brand Asset Valuator (BAV) data for 290 brands spanning 25 packaged good categories. It uncovers a fairly strong positive association of SBBE with three dimensions of CBBE – Relevance, Esteem, and Knowledge – but a slight negative correspondence with the fourth dimension, Energized Differentiation. It also reveals new insights on the category characteristics that moderate the CBBE-SBBE relationship, and documents a more nuanced association of the CBBE dimensions with response to the major marketing mix variables than heretofore assumed. Implications are discussed for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success.
机译：品牌资产是产品因其品牌标识而获得的差异性偏好和对营销工作的响应。品牌资产可以根据消费者的看法或销售额来衡量。基于消费者的品牌资产（CBBE）衡量了消费者对品牌的看法和感受，而基于销售的品牌资产（SBBE）是选择或市场份额模型中的品牌拦截。本文使用十年的IRI扫描仪和品牌资产评估师（BAV）数据，研究了290个品牌（涵盖25个包装好的商品类别）中CBBE在SBBE和营销组合反应中的表现程度。它揭示了SBBE与CBBE的三个维度（相关性，自尊和知识）之间存在相当强的正相关性，但与第四个维度（积极分化）略有消极对应。它还揭示了有关缓和CBBE-SBBE关系的类别特征的新见解，并证明了CBBE维度与对主要营销组合变量的反应之间的细微关联。对于预测和测试品牌资产影响的学术研究人员，衡量品牌资产影响的市场研究人员以及希望将其品牌资产转化为市场成功的营销人员，将讨论其含义。

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