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Author(s)

Joffre Swait

Tulin Erdem

Susan Broniarczyk

Dipankar Chakravarti

Jean-Noel Kapferer

Michael Keane

John Roberts

Jan-Benedict Steenkamp

Florian Zettelmeyer

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.
Date Published: 1998
Citations: Swait, Joffre, Tulin Erdem, Susan Broniarczyk, Dipankar Chakravarti, Jean-Noel Kapferer, Michael Keane, John Roberts, Jan-Benedict Steenkamp, Florian Zettelmeyer. 1998. Brand Equity, Consumer Learning and Choice. Marketing Letters. (3)301-318.