Measuring the Utility Added by Branding and Grading-Reference-Cited by-同舟云学术

Measuring the Utility Added by Branding and Grading

Published:1965-02 Issue:1 Volume:2 Page:45-50
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Marquardt Raymond¹,Makens James²,Larzelere Henry³

Affiliation:

1. Marketest, Inc., a subsidiary of Market Facts, Inc.

2. Michigan Technological University.

3. Michigan State University.

Abstract

➤This article presents a technique for measuring the value added by product branding. This method can be used to determine whether consumers will pay a premium for one brand over another. It also yields an estimate of the percentage of the population willing to pay various premiums in order to obtain the brand they prefer.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224376500200106

Reference7 articles.

1. The prediction of decisions among bets.

2. The theory of decision making.

3. The Utility Analysis of Choices Involving Risk

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