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- Title
Measuring Perceived Brand Parity.
- Authors
Muncy, James A.
- Abstract
Perceived brand parity relates to the perception among consumers that all major alternatives in a product class are similar. Though high levels of brand parity greatly concerns many marketing professionals, scant empirical research has been published on the topic. The current paper presents the results of a research project which developed a multi-item scale measuring perceived brand parity for consumer nondurable goods and applied the scale to investigate perceived brand parity's impact on cognitive brand loyally, price sensitivity, and perceived utility of marketplace information, Implications for marketing theory and practice are discussed.
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p411
- ISSN
0098-9258
- Publication type
Conference Proceeding