Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/11540
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dc.contributor.authorVoleti, Sudhir
dc.contributor.authorGhosh, Pulak
dc.date.accessioned2020-04-10T13:25:46Z-
dc.date.available2020-04-10T13:25:46Z-
dc.date.issued2013
dc.identifier.issn1570-7156
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/11540-
dc.description.abstractThe literature suggests that brand equity can be split into two parts - an attribute-based equity and a non-attribute based one that captures consumer preferences beyond the utility offered by individual attributes. In addition to measuring attribute-based equity, firms deploying portfolios of products within complex branding structures often seek to measure the presence, distribution and evolution of these potentially heterogeneous non-attribute based unique branding associations - which we label ‘intangible equity’ – at each distinct layer of a product’s brand hierarchy. We develop and operationalize a robust and flexible Bayesian semiparametric model to first separate the attribute-based equity from intangible equity, to jointly estimate this multi-level intangible equity and to allow it to exhibit state-dependence using a random-walk prior. The model is empirically illustrated on syndicated US national beer sales data. We find significant, heterogeneous and temporally stable intangible equity presence across the brand hierarchy and highlight some substantive implications arising therein.
dc.publisherSpringer
dc.subjectBrand Equity
dc.subjectBrand Hierarchy
dc.subjectDirichlet Process Priors
dc.subjectMulti-Level Modeling
dc.subjectState-Dependence
dc.titleA robust approach to measure latent time-varying equity in hierarchical branding structures
dc.typeJournal Article
dc.identifier.doi10.1007/S11129-013-9133-3
dc.pages289-319p.
dc.vol.noVol.11-
dc.issue.noIss.3-
dc.journal.nameQuantitative Marketing and Economics
Appears in Collections:2010-2019
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