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Edited by Bernd H. Schmitt and David L. Rogers
Chapter 1: Brand Attachment and a Strategic Brand Exemplar
C. Whan Park, Deborah J. MacInnis and Joseph Priester BRAND ATTACHMENT AND MANAGEMENT OF A STRATEGIC BRAND EXEMPLAR Despite years of research, debate still rages over the meaning, boundaries and measures of brand equity. This lack of consensus is reﬂected in the numerous measures and theoretical perspectives (for example, customer-based, product market-based, and ﬁnancial marketplace-based) that underlie the brand equity construct (see, for example, Ailawadi et al., 2003). For example, a consensus has not emerged on whether brand equity refers to the value of a brand name or the value of a brand which is denoted by a brand name. Such lack of deﬁnitional clarity has serious measurement implications as diﬀerent deﬁnitions of the term ‘brand equity’ would clearly imply diﬀerent measures. For example, the net diﬀerence approach between a target brand and a ﬁctitious/generic/private label brand reﬂects the value of a brand name, not the value of a brand. Lack of clarity notwithstanding, a consensus does seem to emerge regarding the notion that strong brand equity is contingent on a powerful relationship between the customer and the brand. In the context described here, the term ‘brand’ is used broadly to refer to a branded product (for example, Diet Coke), service (for example, UPS), retailer (for example, Gap Kids), company (for example, IBM), person (for example, a politician, celebrity), organization (for example, the Boy Scouts), group (for example, a sports team), or place (for example, a city brand). As Figure 1.1 shows, brand...
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