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Moving Away From Short-Term Performance Measurement Online: A New Metric of Brand Equity

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Abstract

The paper contributes to online marketing performance measurement and brand equity body-of-research knowledge by developing and validating a new metric of brand equity that takes into account the special characteristics of the Web which render consumers co-creators of brand value. Various tests provided evidence of the scale’s sound psychometric properties.

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Author information

Authors and Affiliations

  1. Muncie, USA

    George Christodoulides, Leslie de Chernatony & Olivier Furrer

Authors
  1. George Christodoulides
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  2. Leslie de Chernatony
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  3. Olivier Furrer
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Editor information

Editors and Affiliations

  1. Ball State University, Muncie, Indiana, USA

    Dheeraj Sharma

  2. Ball State University, Muncie, Indiana, USA

    Shaheen Borna

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© 2015 Academy of Marketing Science

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Christodoulides, G., de Chernatony, L., Furrer, O. (2015). Moving Away From Short-Term Performance Measurement Online: A New Metric of Brand Equity. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_125

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