The Brand Recall Index: a metric for assessing value
Purpose - In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment.Design methodology approach - Two quasi-experimental timed surveys were conducted to assess the rob...
Gespeichert in:
| Veröffentlicht in: | The Journal of consumer marketing 2013-07, Vol.30 (5), p.415-426 |
|---|---|
| Hauptverfasser: | , , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 426 |
|---|---|
| container_issue | 5 |
| container_start_page | 415 |
| container_title | The Journal of consumer marketing |
| container_volume | 30 |
| creator | Krishnan, Vijaykumar Sullivan, Ursula Y. Groza, Mark D. Aurand, Timothy W. |
| description | Purpose - In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment.Design methodology approach - Two quasi-experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI).Findings - Findings demonstrate assessment potential of the BRI.Research limitations implications - The study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand.Practical implications - Ongoing assessment of BRI will enable brand managers to track a brand's evolving mindshare in identified segments and allow them to take corrective action.Originality value - This paper develops an easily implementable index to measure brand value-an intangible yet critical asset for any firm. |
| doi_str_mv | 10.1108/JCM-02-2013-0464 |
| format | Article |
| fullrecord | <record><control><sourceid>proquest_emera</sourceid><recordid>TN_cdi_proquest_journals_1403431614</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>3023615441</sourcerecordid><originalsourceid>FETCH-LOGICAL-c257t-700b4a8317fb82bdcd6858edebbbf2808188dd0fa828079035c395f3c9ccc1433</originalsourceid><addsrcrecordid>eNptkEtLAzEUhYMoWEf3LgOuY28eM5Nxp8VHpSJIXYdMcqMt86hJK_rvnaFuBFeHC-e7Bz5Czjlccg56-jh7YiCYAC4ZqEIdkImAXDAuAA7JBEpZMFkW_JicpLQGAFWJakLU8h3pTbSdpy_obNPQeefx64pa2uI2rhwNfaQ2JUxp1b3RT9vs8JQcBdskPPvNjLze3S5nD2zxfD-fXS-YE3m5ZSVArayWvAy1FrV3vtC5Ro91XQehQXOtvYdg9XCUFcjcySoP0lXOOa6kzMjF_u8m9h87TFuz7nexGyYNVyCV5MVQywjsWy72KUUMZhNXrY3fhoMZ3ZjBjQFhRjdmdDMg0z2CLUbb-P-IPzblD75GYrI</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>1403431614</pqid></control><display><type>article</type><title>The Brand Recall Index: a metric for assessing value</title><source>Emerald A-Z Current Journals</source><creator>Krishnan, Vijaykumar ; Sullivan, Ursula Y. ; Groza, Mark D. ; Aurand, Timothy W.</creator><creatorcontrib>Krishnan, Vijaykumar ; Sullivan, Ursula Y. ; Groza, Mark D. ; Aurand, Timothy W.</creatorcontrib><description>Purpose - In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment.Design methodology approach - Two quasi-experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI).Findings - Findings demonstrate assessment potential of the BRI.Research limitations implications - The study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand.Practical implications - Ongoing assessment of BRI will enable brand managers to track a brand's evolving mindshare in identified segments and allow them to take corrective action.Originality value - This paper develops an easily implementable index to measure brand value-an intangible yet critical asset for any firm.</description><identifier>ISSN: 0736-3761</identifier><identifier>EISSN: 2052-1200</identifier><identifier>DOI: 10.1108/JCM-02-2013-0464</identifier><language>eng</language><publisher>Santa Barbara: Emerald Group Publishing Limited</publisher><subject>Advertising ; Brand equity ; Brand names ; Brands ; Competitive advantage ; Consumers ; Market strategy ; Marketing ; Pedagogy ; Preferences ; Product recalls ; R&D ; Research & development ; Studies ; Target markets</subject><ispartof>The Journal of consumer marketing, 2013-07, Vol.30 (5), p.415-426</ispartof><rights>Emerald Group Publishing Limited</rights><rights>Copyright Emerald Group Publishing Limited 2013</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c257t-700b4a8317fb82bdcd6858edebbbf2808188dd0fa828079035c395f3c9ccc1433</citedby><cites>FETCH-LOGICAL-c257t-700b4a8317fb82bdcd6858edebbbf2808188dd0fa828079035c395f3c9ccc1433</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/JCM-02-2013-0464/full/pdf$$EPDF$$P50$$Gemerald$$H</linktopdf><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/JCM-02-2013-0464/full/html$$EHTML$$P50$$Gemerald$$H</linktohtml><link.rule.ids>314,780,784,967,11635,27924,27925,52686,52689</link.rule.ids></links><search><creatorcontrib>Krishnan, Vijaykumar</creatorcontrib><creatorcontrib>Sullivan, Ursula Y.</creatorcontrib><creatorcontrib>Groza, Mark D.</creatorcontrib><creatorcontrib>Aurand, Timothy W.</creatorcontrib><title>The Brand Recall Index: a metric for assessing value</title><title>The Journal of consumer marketing</title><description>Purpose - In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment.Design methodology approach - Two quasi-experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI).Findings - Findings demonstrate assessment potential of the BRI.Research limitations implications - The study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand.Practical implications - Ongoing assessment of BRI will enable brand managers to track a brand's evolving mindshare in identified segments and allow them to take corrective action.Originality value - This paper develops an easily implementable index to measure brand value-an intangible yet critical asset for any firm.</description><subject>Advertising</subject><subject>Brand equity</subject><subject>Brand names</subject><subject>Brands</subject><subject>Competitive advantage</subject><subject>Consumers</subject><subject>Market strategy</subject><subject>Marketing</subject><subject>Pedagogy</subject><subject>Preferences</subject><subject>Product recalls</subject><subject>R&D</subject><subject>Research & development</subject><subject>Studies</subject><subject>Target markets</subject><issn>0736-3761</issn><issn>2052-1200</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2013</creationdate><recordtype>article</recordtype><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><sourceid>GUQSH</sourceid><sourceid>M2O</sourceid><recordid>eNptkEtLAzEUhYMoWEf3LgOuY28eM5Nxp8VHpSJIXYdMcqMt86hJK_rvnaFuBFeHC-e7Bz5Czjlccg56-jh7YiCYAC4ZqEIdkImAXDAuAA7JBEpZMFkW_JicpLQGAFWJakLU8h3pTbSdpy_obNPQeefx64pa2uI2rhwNfaQ2JUxp1b3RT9vs8JQcBdskPPvNjLze3S5nD2zxfD-fXS-YE3m5ZSVArayWvAy1FrV3vtC5Ro91XQehQXOtvYdg9XCUFcjcySoP0lXOOa6kzMjF_u8m9h87TFuz7nexGyYNVyCV5MVQywjsWy72KUUMZhNXrY3fhoMZ3ZjBjQFhRjdmdDMg0z2CLUbb-P-IPzblD75GYrI</recordid><startdate>20130726</startdate><enddate>20130726</enddate><creator>Krishnan, Vijaykumar</creator><creator>Sullivan, Ursula Y.</creator><creator>Groza, Mark D.</creator><creator>Aurand, Timothy W.</creator><general>Emerald Group Publishing Limited</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>8FI</scope><scope>AFKRA</scope><scope>ANIOZ</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M1F</scope><scope>M2M</scope><scope>M2O</scope><scope>MBDVC</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PSYQQ</scope><scope>Q9U</scope></search><sort><creationdate>20130726</creationdate><title>The Brand Recall Index: a metric for assessing value</title><author>Krishnan, Vijaykumar ; Sullivan, Ursula Y. ; Groza, Mark D. ; Aurand, Timothy W.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c257t-700b4a8317fb82bdcd6858edebbbf2808188dd0fa828079035c395f3c9ccc1433</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2013</creationdate><topic>Advertising</topic><topic>Brand equity</topic><topic>Brand names</topic><topic>Brands</topic><topic>Competitive advantage</topic><topic>Consumers</topic><topic>Market strategy</topic><topic>Marketing</topic><topic>Pedagogy</topic><topic>Preferences</topic><topic>Product recalls</topic><topic>R&D</topic><topic>Research & development</topic><topic>Studies</topic><topic>Target markets</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Krishnan, Vijaykumar</creatorcontrib><creatorcontrib>Sullivan, Ursula Y.</creatorcontrib><creatorcontrib>Groza, Mark D.</creatorcontrib><creatorcontrib>Aurand, Timothy W.</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Access via ABI/INFORM (ProQuest)</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>Hospital Premium Collection</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>Banking Information Database</collection><collection>Psychology Database</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>ProQuest One Business</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest One Psychology</collection><collection>ProQuest Central Basic</collection><jtitle>The Journal of consumer marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Krishnan, Vijaykumar</au><au>Sullivan, Ursula Y.</au><au>Groza, Mark D.</au><au>Aurand, Timothy W.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Brand Recall Index: a metric for assessing value</atitle><jtitle>The Journal of consumer marketing</jtitle><date>2013-07-26</date><risdate>2013</risdate><volume>30</volume><issue>5</issue><spage>415</spage><epage>426</epage><pages>415-426</pages><issn>0736-3761</issn><eissn>2052-1200</eissn><abstract>Purpose - In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment.Design methodology approach - Two quasi-experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI).Findings - Findings demonstrate assessment potential of the BRI.Research limitations implications - The study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand.Practical implications - Ongoing assessment of BRI will enable brand managers to track a brand's evolving mindshare in identified segments and allow them to take corrective action.Originality value - This paper develops an easily implementable index to measure brand value-an intangible yet critical asset for any firm.</abstract><cop>Santa Barbara</cop><pub>Emerald Group Publishing Limited</pub><doi>10.1108/JCM-02-2013-0464</doi><tpages>12</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0736-3761 |
| ispartof | The Journal of consumer marketing, 2013-07, Vol.30 (5), p.415-426 |
| issn | 0736-3761 2052-1200 |
| language | eng |
| recordid | cdi_proquest_journals_1403431614 |
| source | Emerald A-Z Current Journals |
| subjects | Advertising Brand equity Brand names Brands Competitive advantage Consumers Market strategy Marketing Pedagogy Preferences Product recalls R&D Research & development Studies Target markets |
| title | The Brand Recall Index: a metric for assessing value |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2024-12-26T16%3A14%3A52IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_emera&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=The%20Brand%20Recall%20Index:%20a%20metric%20for%20assessing%20value&rft.jtitle=The%20Journal%20of%20consumer%20marketing&rft.au=Krishnan,%20Vijaykumar&rft.date=2013-07-26&rft.volume=30&rft.issue=5&rft.spage=415&rft.epage=426&rft.pages=415-426&rft.issn=0736-3761&rft.eissn=2052-1200&rft_id=info:doi/10.1108/JCM-02-2013-0464&rft_dat=%3Cproquest_emera%3E3023615441%3C/proquest_emera%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=1403431614&rft_id=info:pmid/&rfr_iscdi=true |