The effects of expert quality evaluations versus brand name on price premiums
作者： Eidan Apelbaum , Eitan Gerstner , Prasad A. Naik
DOI: 10.1108/10610420310476915
关键词: Regression analysis 、 Store brand 、 Price premium 、 Brand names 、 Quality (business) 、 National brand 、 Advertising 、 Business 、 Brand management 、 Brand equity 、 Marketing 、 Management of Technology and Innovation 、 Strategy and Management
摘要: Investigates the extent to which expert evaluations of quality impact price premiums national brands over store brands. Using data from Consumer Reports, finds that average exceeds in 22 out 78 product categories. Yet typically do not charge premiums, while (28.7 percent premium on average). When have higher quality, however, they increase 28.7 50.4 average. Regression analysis predicts a brand would command 37 offers same finding highlights handsome returns building equity.
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