简单价格溢价有那么简单吗？

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2018-06-01 DOI:10.1515/roms-2018-0009

Yuying Shi

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引用次数: 1

摘要

品牌资产一直是市场营销中一个永恒的话题。在各种措施中，价格溢价因其简单有效的特点而被广泛接受。然而，对于这一衡量是否充分体现了品牌资产的各个方面，以及溢价是否是反映品牌市场地位的适当衡量标准，存在一些分歧。随着当前技术的发展，更复杂的品牌资产措施已经被开发出来。一个自然的问题是，更复杂的措施是否比溢价更好。利用覆盖美国47个主要市场的大规模全国性扫描仪数据，我们采用总需求模型来估计复杂的品牌资产度量，并将其与价格溢价进行比较。我们的研究结果表明，在一定条件下，简单的价格溢价与复杂的措施是一致的。我们为管理者提供关于选择最合适的品牌资产衡量标准来体现其品牌价值的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Is the Simple Price Premium that Simple?

Abstract Brand equity has been a perennial topic in marketing. Among all types of measures, price premium is widely accepted due to its simple yet efficient characteristics. However, there is some disagreement regarding whether this measure captures enough facets of brand equity and whether price premium is an appropriate measure to reflect the market position of a brand. With current technique developments, more sophisticated brand equity measures have been developed. A natural question arises as to whether more sophisticated measures are better than price premium. Using large-scale national scanner data covering 47 major U.S. markets, we employ the aggregated demand model to estimate a complex brand equity measure and compare it with price premium. Our results suggest that the simple price premium is consistent with the complex measure under certain conditions. We provide managers with suggestions regarding choosing the most appropriate brand equity measures to signify their brands’ values.

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.