In this paper we investigate the most\r\nprominent drivers of brand equity, from a consumer\r\nbased point of view. We present a new approach for\r\nmeasuring brand equity, which can be applied\r\nregardless of the brand sector and is based on the\r\nAnalytic Hierarchy Process. This approach has the\r\nmain advantage of allowing for comparisons to be\r\nmade between nondirectlymeasurable elements and\r\nalso has the advantage of enabling the ranking of\r\nintangible criteria, such as consumersââ?¬â?¢ feelings or\r\npurchaseintentions.Wefocusonthefashionindustry,\r\nsince we believe in the higher value of our approach\r\nwhenappliedtobrandswhichofferproductswithless\r\ntangiblecharacteristics.Thankstoacasestudyââ?¬â??which\r\ninvolved about 250 interviewees ââ?¬â?? we succeed in\r\nfinding and prioritizing the elementswhich can have\r\nanimpactonthebrandvalue.Wealsoprovideaglobal\r\nrankingforthreeapparelbrands:Gap,H&MandZara.\r\nThe results from our model are consistent with other\r\npopularratingsandcanbeextremelyusefulforbrand\r\nmanagers.
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