Prioritizing Brand Equity Methods From Customers' Perspective for the Food Industry

摘要

Brand equity assessment is an important measurement of strategic value for internal use as well as for external stakeholders. Although there are a number of methods available for brand evaluation, it is still uncertain ivhich approach is best. Yet almost no research exists that has prioritized the existing brand equity methods from the perspective of different stakeholders through a survey. In this article a model is developed for prioritizing brand equity methodologies from the viewpoint of customers as a stakeholder of brand equity. The developed model can help businesses to deploy a brand equity methodology that best considers the criteria of their customers as one of their key stakeholders. The criteria of this process are the expectations of customers from a brand. The priority of these criteria sets via a structured questionnaire filled by customers. Then the analytical hierarchy process (AHP) incorporates to prioritize the methodologies versus these criteria. This study set out to prioritizethe brand equity pool to help practitioners and academics in assessing the alternative techniques and selecting the most relevant one that measures the most important criteria of brand in the eyes of customers.