Brand managers are under increased pressure to illustrate the performance of their
multimillion dollar expenditures. Many marketers believe brands are important
because they influence customer decisions and ultimately create financial value.
However, few brand managers are able to back up their beliefs with facts and figures.
Thus, researchers and practitioners are increasingly advocating the need to link
branding activities to customer-based brand equity and firm value. This paper
provides four contributions: First, we introduce a two-stage concept of brand
efficiency as a comprehensive and theoretically sound measure for the performance
of the brand management process. Second, we examine internal (globaleness and
brand architecture) and external (category-related brand relevance) variables that
moderate brand management efficiency. Third, we provide a multi-item measure for
brand relevance and validate this measure in 36 B2C product categories. Fourth, we
assess brand efficiency and the influence of the moderating variables for 220 brands
for 12 of these product categories.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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