An Examination of Brand Equity Differences between Utilitarian and Hedonic Products


  •  Jing Yang    

Abstract

This paper examines how country-of-origin and manufacturer-of-origin effects impact brand equity for utilitarian versus hedonic products. Applying the concept of revenue premium as a measure of brand equity, this paper uses a variance component model together with secondary panel data for the U.S. passenger car market to show it is possible to apply a measure of brand equity for product categories without private labels. The results show that proportionally country-of-origin influences brand equity for hedonic products; whereas manufacturer-of-origin impacts brand equity for utilitarian products.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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