Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to … a firm's financial performance. In this paper, we model brand equity as an unobservable stock that results from up to … thirty years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a …

The authors develop a dynamic approach to measuring the evolution of comparative brand premium, an important component … of brand equity. A comparative brand premium is defined as the pairwise price difference between two products being … identical in every respect but brand. The model is based on hedonic regressions and grounded in economic theory. In constrast to …