Blair, Amanda J.; Atanasova, Christina; Pitt, Leyland; … - In: Journal of Product & Brand Management 26 (2017) 5, pp. 447-452
Purpose Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score....