Brand power revisited: measuring brand equity in cyber‐space

Abstract

Purpose

Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue.

Design/methodology/approach

To measure the strength of cyber brands, prior off‐line research is replicated, taking a customer focus to identify determinate variables. These customer‐focused variables are tested against cyber consumers’ stated satisfaction and site‐visit intention behavior, using regression analysis.

Findings

The results satisfactorily justify the suggested model, which has a predictive power ranging from 62 to 72 per cent.

Practical implications

The study shows that practitioners intent on raising the power of their cyber brand can be guided by the same model as used off‐line.

Originality/value

The major theoretical contribution of the study is to show that there is little difference between measuring and increasing brand power on or off‐line.

Citation

Na, W. and Marshall, R. (2005), "Brand power revisited: measuring brand equity in cyber‐space", Journal of Product & Brand Management, Vol. 14 No. 1, pp. 49-56. https://doi.org/10.1108/10610420510583743