Construct · 1 fields · 1 citations

scanner-data brand value: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

a brand's value estimated from household scanner data as the part of its utility not explained by price, promotion or physical attributes.

In branding, scanner-data brand value refers to a brand's value estimated from household scanner data as the part of its utility not explained by price, promotion or physical attributes. This meaning comes from Kamakura (1993) in International Journal of Research in Marketing.[1]

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Nearby constructs

brand equity6 names · 9 citationsjangle · one name, two rival constructs MIRD formalism1 fields · 1 citationsanchor · a standalone construct promotion2 fields · 2 citationsjingle · one word, two constructs

References

Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22. https://doi.org/10.1016/0167-8116(93)90030-3

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