Measuring brand equity in the car market: a hedonic price analysis / G. Baltas in Journal of the operational research society (JORS), Vol. 61 N° 2 (Fevrier 2010)  

Public ISBD [article]  inJournal of the operational research society (JORS) > Vol. 61 N° 2 (Fevrier 2010) . - pp. 284–293 Titre : Measuring brand equity in the car market: a hedonic price analysis Type de document : texte imprimé Auteurs : G. Baltas, Auteur ; C. Saridakis, Auteur Année de publication : 2011 Article en page(s) : pp. 284–293 Note générale : Recherche opérationnelle Langues : Anglais (eng) Mots-clés : Car market Brand equity Price premium Marketing Index. décimale : 001.424 Résumé : This paper designs and implements a hedonic model to investigate brand-name effects in the car market. The proposed model provides considerable empirical evidence in support of model-name premia, after controlling for observed product differentiation. Such premia incorporate not only manufacturer equity but also effects that are specific to individual models. The estimated price premia are remarkably intuitive and consistent across carmakers and models. The results yield important implications for brand and range management in the car market and suggest directions for future research. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v61/n2/abs/jors2008159a.html [article] Measuring brand equity in the car market: a hedonic price analysis [texte imprimé] / G. Baltas, Auteur ; C. Saridakis, Auteur . - 2011 . - pp. 284–293. Recherche opérationnelle Langues : Anglais (eng) in Journal of the operational research society (JORS) > Vol. 61 N° 2 (Fevrier 2010) . - pp. 284–293 Mots-clés : Car market Brand equity Price premium Marketing Index. décimale : 001.424 Résumé : This paper designs and implements a hedonic model to investigate brand-name effects in the car market. The proposed model provides considerable empirical evidence in support of model-name premia, after controlling for observed product differentiation. Such premia incorporate not only manufacturer equity but also effects that are specific to individual models. The estimated price premia are remarkably intuitive and consistent across carmakers and models. The results yield important implications for brand and range management in the car market and suggest directions for future research. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v61/n2/abs/jors2008159a.html

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