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

Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

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.

Keywords

  • Exploratory Factor Analysis
  • Purchase Intention
  • Brand Equity
  • Average Variance Extract
  • Dominant Logic

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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