Дополняющие и включающие подходы к измерению капитала бренда: практические и этические вопросы
Абела Э.

Необходимость рассмотрения этических вопросов;
Дополняющий подход к измерению капитала бренда;
Включающий подход к измерению капитала бренда;
На чем делать акцент?;
Целостность бренда;

Аннотация

До сих пор этическим аспектам определенных элементов бренд-менеджмента придавалось мало значения. В данной статье рассматриваются подходы к измерению капитала бренда и утверждается, что при выборе метода измерения следует учитывать этические составляющие. Авторы сравнивают дополняющие и включающие подходы к определению и измерению капитала бренда. Приводятся аргументы в пользу того, что включающие подходы к измерению капитала бренда предпочтительнее дополняющих, поскольку они позволяют работать с более широкой концепцией бренда, в то время как дополняющие подходы могут подталкивать маркетологов к неэтичному поведению.

Журнал: «Бренд-менеджмент» — №4, 2003 (© Издательский дом Гребенников)
Объем в страницах: 8
Кол-во знаков: около 28,158

1. Ailawadi, K. L., Lehmann, D. R. and Neslin, S. A. (2002). A product-market-based measure of brand equity. — Working Paper No: 02-102, Marketing Science Institute, Cambridge, MA, USA.

2. Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes? // Journal of Marketing Theory and Practice. — Vol. 7, No. 2. — P. 136.

3. Cobb-Walgren, C. J., Ruble, C. A. and Donthu, N. (1995). Brand equity, brand preference, and purchase intent // Journal of Advertising. — Vol. 24, No. 3 (September). — P. 25-35.

4. Dyson, P. , Farr, A. and Hollis, N. (1996). Understanding, measuring and using brand equity // Journal of Advertising Research. — Vol. 36, No. 6. — P. 9-21.

5. Faircloth, J. В., Capella, L. M. and Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity // Journal of Marketing Theory and Practice, Summer. — P. 61-75.

6. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity // Journal of Marketing. — Vol. 57, No. 1. — P. 1-22.

7. Moran, W. T. (1994). Marketplace measurement of brand equity // Journal of Brand Management. — Vol. 1, No. 5. — P. 272-282.

8. Park, C. S. and Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility // Journal of Marketing Research. — Vol. XXXI, (May). — P. 271-288.

9. Vazquez, R., del Rio, A. B. and Iglesias, V (2002). Consumer-based brand equity: Development and validation of a measurement instrument // Journal of Marketing Management. — Vol. 18. — P. 27-48.

10. Winters, L. C. (1991). Brand equity measures: Some recent advances // Marketing Research. — Vol. 3. (December). — P. 70-73.

11. Yoo, В., Donthu, N. and Lee, S. (2000). An examination of selected marketing mix elements and brand equity // Journal of the Academy of Marketing Sciences. — Vol. 28, No. 2. — P. 195-211.

12. Ambler, T. and Barwise, P. (1998). The trouble with brand valuation // Journal of Brand Management. — Vol. 5, No. 5. — P. 367-377.

13. Barwise, P. (1993). Brand equity, snark or boojum? // International Journal of Research in Marketing. — Vol. 10 (March). — P. 93-104.

14. Keller, K. L. (2001). Editorial: Brand research imperatives // Journal of Brand Management. — Vol. 9, No. 1. — P. 4-6.

15. Walton, С. С. (1961). Ethical theory, societal expectations and marketing practices, in Stevens, W D. (Ed) // The Social Responsibilities of Marketing. — American Marketing Association, Chicago, IL, USA. — P. 8-24.

16. Patterson, J. M. (1966). What are the social and ethical responsibilities of marketing executives? // Journal of Marketing. — Vol. 30 (July). — P. 12-15.

17. Robin, D. P. and Reidenbach, R. E. (1987). Social responsibility, ethics and marketing strategy: Closing the gap between concept and application // Journal of Marketing. — Vol. 51 (January). — P. 44-58.

18. Williams, O. F. and Murphy, P. E. (1990). The ethics of virtue: A moral theory for marketing // Journal of Macromarketing. — Vol. 10, No. 1. — P. 19-29.

19. Thompson, C. J. (1995). A contextualist proposal for the conceptualization and study of marketing ethics // Journal of Public Policy & Marketing. — Vol. 14, No. 2. — P. 177-195.

20. Smith, N. C. (2001). Ethical guidelines for marketing practice: A reply to Gaski and some observations on the role of normative marketing ethics // Journal of Business Ethics. — Vol. 32, No. 1. — P. 3-18.

21. Gaski, J. F. (1999). Does marketing ethics really have anything to say? A critical inventory of the literature // Journal of Business Ethics. — Vol. 18, No. 1. — P. 315-334.

22. Gaski, J. F. (2001). Normative marketing ethics Redux, incorporating a reply to Smith // Journal of Business Ethics. — Vol. 32, No. — P. 19-34.

23. Smith, see ref. 20.

24. Murphy, P. E. and Laczniak, G. R. (1981). Marketing ethics: A review with implications for managers, educators, and researchers, in Enis, В. М. and Roering, K. J. (Eds) // Review of Marketing. American Marketing Association, Chicago, IL, USA. — P. 251-266.

25. Smith, N. C. (1993). Ethics and the marketing manager, in Smith, N. C. and Quelch, J. A. (Eds) // Ethics in Marketing. Irwin, Boston, MA, USA. — P. 4.

26. Robin and Reidenbach, see ref. 17.

27. Williams and Murphy, see ref. 18.

28. Thompson, see ref. 19.

29. Malhotra, N. K. and Miller, G. L. (1998). An integrated model for ethical decisions in marketing research // Journal of Business Ethics. — Vol. 17, No. 3. — P. 263-280.

30. Pratt, C. B. and James, E. L. (1994). Advertising ethics: A contextual response based on classical ethical theory // Journal of Business Ethics. — Vol. 13, No. 6. — P. 455-468.

31. Smith, N. C. and Cooper-Martin, E. (1997). Ethics and target marketing: The role of product harm and consumer vulnerability // Journal of Marketing. — Vol. 61, No. 3. — P. 1-20.

32. Sparks, J. R. and Hunt, S. D. (1998). Marketing researcher ethical sensitivity: Conceptualization, measurement, and exploratory investigation // Journal of Marketing. — Vol. 62, No. 2. — P. 92-109.

33. Singer, A. E., Lyonski, S., Singer, M. and Hayes, D. (1991). Ethical myopia: The case of «framing» by framing // Journal of Business Ethics. — Vol. 10, No. 1. — P. 29-36.

34. Mill, J. S. (1861/1979). Utilitarianism. Hackett, Indianapolis, IN, USA.

35. Kant, I. (1785/1995). Foundations of the Metaphysics of Morals. Prentice Hall, Upper Saddle River, NJ, USA.

36. Aristotle (1925/1980). The Nicomachean Ethics. Oxford University Press, Oxford, UK.

37. MacIntyre, A. (1984). After Virtue, Notre Dame, University of Notre Dame Press, IN, USA.

38. Ambler and Barwise, see ref. 12.

39. Barwise, see ref. 13.

40. Srivastava, R. K. and Shocker, A. D. (1991). Brand equity: A perspective on its meaning and measurement. Working Paper No. 91-124. — Marketing Science Institute, Cambridge, MA, USA.

41. Barwise, see ref. 13.

42. Keller, see ref. 6.

43. Ibid.

44. Yo o et al., see ref. 11.

45. Ailawadi et al., see ref. 1.

46. Keller, K. L. and Lehmann, D. R. (2002). Measuring brand equity, working paper, Dartmouth College, Hanover, NH, USA.

47. Park and Srinivasan, see ref. 8.

48. Ibid.

49. Ailawadi et al., see ref. 1.

50. Barwise, see ref. 13.

51. Ambler and Barwise, see ref. 12.

52. Park and Srinivason, see ref. 8.

53. Yoo et al, see ref. 11.

54. Berry, L. L. (2000). Cultivating service brand equity // Journal of the Academy of Marketing Sciences. — Vol. 28, No. 1. — P. 128-137.

55. Interbrand (2002). Interbrand's Annual Ranking of 100 of the Worlds Most Valuable Brands found at Подробнее .

56. Clark, D. S. (2000). Decision and Order, Federal Trade Commission, November.

57. Moran, see ref. 7.

58. Laczniak, G. R. and Murphy, P. E. (1993). Ethical Marketing Decisions: The Higher Road, Allyn & Bacon, Needham Heights, MA, USA.

59. Drumwright, M. E. (1993). Ethical issues in advertising and sales promotion, in Smith, N. C. and Quelch, J. A. (Eds), Ethics in Marketing, Irwin, Boston, MA, USA. — P. 4.

Абела Эндрю

Доцент кафедры маркетинга в Католическом университете Америки. В круг его исследовательских интересов входят измерение капитала бренда и маркетинговая этика.