Ever since the inception of brand values, these have become a benchmark for many data-driven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time to measure the customer-based brand equity; nevertheless, they all evaluate brand equity in an absolute sense. The present research paper provides an avenue to measure the customer-based brand equity in a relative sense using a satisficing DEA model. The information for this model has been collected through a customer-based survey questionnaire in line with predefined brand equity dimensions, which have been verified through a confirmatory factor analysis. We demonstrate the approach by means of applying the proposed model to measure the efficiency of cell phone brands.
Accepté le :
DOI : 10.1051/ro/2016041
Mots-clés : Customer-based brand equity, data envelopment analysis, efficiency, factor analysis, satisficing
@article{RO_2017__51_3_547_0,
author = {Charles, Vincent and Zavala, Jorge J.},
title = {A satisficing {DEA} model to measure the customer-based brand equity},
journal = {RAIRO - Operations Research - Recherche Op\'erationnelle},
pages = {547--566},
publisher = {EDP-Sciences},
volume = {51},
number = {3},
year = {2017},
doi = {10.1051/ro/2016041},
mrnumber = {3880511},
zbl = {1394.90334},
language = {en},
url = {http://www.numdam.org/articles/10.1051/ro/2016041/}
}
TY - JOUR AU - Charles, Vincent AU - Zavala, Jorge J. TI - A satisficing DEA model to measure the customer-based brand equity JO - RAIRO - Operations Research - Recherche Opérationnelle PY - 2017 SP - 547 EP - 566 VL - 51 IS - 3 PB - EDP-Sciences UR - http://www.numdam.org/articles/10.1051/ro/2016041/ DO - 10.1051/ro/2016041 LA - en ID - RO_2017__51_3_547_0 ER -
%0 Journal Article %A Charles, Vincent %A Zavala, Jorge J. %T A satisficing DEA model to measure the customer-based brand equity %J RAIRO - Operations Research - Recherche Opérationnelle %D 2017 %P 547-566 %V 51 %N 3 %I EDP-Sciences %U http://www.numdam.org/articles/10.1051/ro/2016041/ %R 10.1051/ro/2016041 %G en %F RO_2017__51_3_547_0
Charles, Vincent; Zavala, Jorge J. A satisficing DEA model to measure the customer-based brand equity. RAIRO - Operations Research - Recherche Opérationnelle, Tome 51 (2017) no. 3, pp. 547-566. doi : 10.1051/ro/2016041. http://www.numdam.org/articles/10.1051/ro/2016041/
D.A. Aaker, Managing brand equity: Capitalizing the value of brand name. Free Press, New York, NY (1991).
and , Customer Evaluation of Brand Extensions. J. Marketing 54 (1990) 27–41. | DOI
, and , Revenue premium as an outcome measure of brand equity. J. Marketing 67 (2003) 1–17. | DOI
R.D. Banker, Stochastic data envelopment analysis. Pittsburgh, PA: Carnegie Mellon University (1986).
, Maximum likelihood, consistency, and data envelopment analysis: Statistical foundations. Manage. Sci. 39 (1993) 1265–1273. | DOI | Zbl
, and , Some models for estimating technical and scale inefficiencies in data envelopment analysis. Manage. Sci. 30 (1984) 1078–1092. | DOI | Zbl
M.W. Browne and R. Cudeck, Alternative ways of assessing model fit. In Testing structural equation models, edited by K.A. Bollen and J.S. Long. Sage, Newbury Park, CA (1993) 136–162.
B.M. Byrne, Structural equation modeling with EQS and . Thousand Oaks, CA: Sage Publications (1994).
, Brand Equity and Market-Based Assets of Professional Service Firms. Journal of Professional Services Marketing 13 (1995) 3–13. | DOI
J. Castro, Smartphones en Guerra. La República (2012).
and , Satisficing data envelopment analysis: An application to SERVQUAL efficiency. Measurement 51 (2014) 71–80. | DOI
and , Chanced-constrained programming. Manage. Sci. 6 (1959) 73–79. | DOI | MR | Zbl
, and , Measuring the efficiency of decision-making units. Eur. J. Oper. Res. 2 (1978) 429–444. | DOI | MR | Zbl
, Brand Equity or Double Jeopardy? J. Prod. Brand Manage. 4 (1995) 26–32. | DOI
B.X. Chen, The New York Times. Available on http://bits.blogs.nytimes.com/2015/02/09/apple-grabs-93-of-the-handset- industrys-profit-report-says/ (2015).
and , Customer-based brand equity conceptualization and measurement: A literature review. Int. J. Market. Res. 51 (2010) 43–66. | DOI
, and , Brand equity, brand preference, and purchase intent. J. Advertising 24 (1995) 25–40. | DOI
, and , Data envelopment analysis: prior to choosing a model. Omega 44 (2014) 1–4. | DOI
, and , Satisfying DEA models under chance constraints. Ann. Oper. Res. 66 (1996) 279–295. | DOI | MR | Zbl
, , , and , Chance Constrained Programming Formulations for Stochastic Characterizations of Efficiency and Dominance in DEA. J. Prod. Anal. 9 (1998) 53–79. | DOI
, and , Measuring private labels brand equity: a customer perspective. Eur. J. Marketing 46 (2012) 952–964. | DOI
, The coefficient of resource utilization. Econometrica 19 (1951) 273–292. | DOI | Zbl
A. Desai and A.P. Schinnar, Stochastic data envelopment analysis. Working paper N 23. College of Business, The Ohio State University (1987).
, Managing Brand Equity. Market. Res. 1 (1989) 24–33.
, The measurement of productive efficiency. J. Roy. Statist. Soc. 120 (1957) 253–290. | DOI
, What is brand equity anyway, and how do you measure it? J. Market. Res. Soc. 38 (1996) 85–104. | DOI
and , Valuating brand equity and product related attributes in the context of the German automobile market. Brand Management 17 (2009) 134–145. | DOI
Futuro Labs., Estudio del Usuario de Smartphones 2015-Q1. Available on http://www.futurolabs.com/indice-del-usuario-movil- 2015-q1/ Lima, Peru (2015).
and , An application procedure for DEA. Omega 17 (1989) 237–250. | DOI
and , Estimating a change point, boundary, or frontier in the presence of observation error. J. Am. Stat. Assoc. 97 (2002) 523–534. | DOI | MR | Zbl
, Using data envelopment analysis to benchmark activities. Int. J. Prod. Econ. 73 (2001) 51–58. | DOI
L.T. Hu and P.M. Bentler, Evaluating model fit. In Structural equation modeling: Concepts, issues, and applications, edited by R.H. Hoyle. Sage, Thousand Oaks, CA (1995) 76–99
and , Dominance Stochastic Models in Data Envelopment Analysis. Eur. J. Oper. Res. 95 (1996) 370–403. | DOI | Zbl
and , Stochastic DEA Models With Different Types of Input-Output Disturbances. J. Prod. Anal. 15 (2001) 95–113. | DOI
P. Jourdan, Measuring Brand Equity: Proposal for Conceptual and Methodological Improvements, in NA – Advances in Consumer Research Vol. 2 (2002) 290–297.
W. Kamakura and G. Russell, Measuring Consumer Perception of Brand Quality with Scanner Data: Implications for Brand Equity (Vols. Report Number 91–122). Marketing Science Institute, Cambridge (1991).
and , Measuring brand value with scanner data. Int. J. Res. Market. 10 (1993) 9–22. | DOI
Kantar Worldpanel, Mobile Trends that Matter Tomorrow. Available from http://www.kantarworldpanel.com/global/Publications (2014a).
Kantar Worldpanel, The Smartphone Purchase Experience. Available from http://www.kantarworldpanel.com/global/Publications (2014b).
J.N. Kapferer, Strategic Brand Management. Kogan Page, New York, NY (1992).
and , The Impact of Word of Mouth Sources on the Perceived Usefulness of an Innovation. J. Prod. Innov. Manage. 30 (2013) 1112–1127. | DOI
, Conceptualizing, measuring and managing customer-based brand equity. J. Marketing 57 (1993) 1–22. | DOI
K.L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ, Prentice Hall (1998).
K.L. Keller, Strategic Brand Management, 2nd edition. Prentice Hall, Upper Saddle River, NJ (2003).
P. Kotler and K.L. Keller, Marketing Management, 14th edition. Prentice Hall, Upper Saddle River, NJ (2012).
, and , Chance constrained data envelopment analysis. Manage. Decis. Econ. 14 (1993) 541–554. | DOI
, and , Productivity efficiency under capitalism and state socialism: an empirical inquiry using chance-constrained data envelopment analysis. Technol. Forecasting Soc. Change 46 (1994) 139–152. | DOI
, and , Measuring customer-based brand equity. J. Customer Market. 12 (1995) 11–19.
L. Leuthesser, Defining, Measuring, and Managing Brand Equity. Summary of Marketing Science Institute Conference (Report no. 88-104). Marketing Science Institute, Cambridge, CA (1988).
, Stochastic Models and Variable Returns to Scales in Data Envelopment Analysis. Eur. J. Oper. Res. 104 (1998) 532–548. | DOI | Zbl
and , Target setting: an application to a bank branch network. Eur. J. Oper. Res. 98 (1997) 290–299. | DOI | Zbl
L. Minaya, Smartphones representan el 55% de las ventas totales de celulares. Available from http://rpp.pe/economia/economia/smartphones-representan-el-55-de-ventas-totales-de-celulares-noticia-647641 (2013).
, , , , , and , Developing and validating measures of facets of customer-based brand equity. J. Int. Business Res. 57 (2004) 209–224.
, Using data envelopment analysis to measure the efficiency of non-profit organizations: A critical evaluation. Manage. Decis. Econ. 6 (1985) 50–58. | DOI
, Comparing and combining two approaches for chance-constrained DEA. J. Prod. Anal. 26 (2006) 103–119. | DOI
and , Chance constrained efficiency evaluation. Manage. Sci. 41 (1995) 442–457. | DOI | Zbl
and , Stochastic Data Envelopment Analysis – a review. Eur. J. Oper. Res. 251 (2016) 2–21. | DOI | MR | Zbl
and , A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility. J. Market. Res. XXXI (1994) 271–288. | DOI
and , Identifying sub-areas that comprise a greater metropolitan area: The criterion of country relative efficiency. J. Regional Sci. 42 (2002) 579–594. | DOI
and , Measuring Customer-Based Brand Equity in Durable Goods Industry. J. Market. Commun. 4 (2008) 48–58.
, and , Customer-Based Brand Equity and Firm Risk. Am. Market. Assoc. 73 (2009) 47–60.
R.Y. Rubinstein, Simulation and Monte Carlo method. John Wiley & Sons, New York, NY (1981). | MR | Zbl
R.E. Schumacker and R.G. Lomax, A beginner’s guide to structural equation modeling, 2nd editon. Lawrence Erlbaum Associates, Mahwah, NJ (2004).
, Efficiency measurement in stochastic input-output systems. Int. J. Syst. Sci. 13 (1982) 273–287. | DOI | MR | Zbl
, Measuring economic efficiency with stochastic input–output data. Int. J. Syst. Sci. 20 (1989) 203–213. | DOI | MR | Zbl
and , Minimax methods of measuring productive efficiency. Int. J. Syst. Sci. 19 (1988) 889–904. | DOI | MR | Zbl
R.W. Shephard, Cost and Production Functions. Princeton University Press, Princeton, NJ (1953). | Zbl
, and , Relating Customer-Based Sources of Brand Equity to Market Outcomes. Adv. Customer Res. 26 (1999) 352–358.
, How to improve the performances of DEA/FDH estimators in the presence of noise? J. Prod. Anal. 28 (2007) 183–201. | DOI
H.A. Simon, Models of man. John Wiley & Sons, New York, NY (1957). | MR
R.K. Srivastava and A.D. Shocker, Brand Equity: A Perspective on its Meaning and Measurement. Marketing Science Institute, Cambridge Mass (1991).
, Stochastic DEA for restructure strategy: an application to a Japanese petroleum company. Omega 28 (2000) 385–398. | DOI
, and , Vendor performance with supply risk: a chance-constrained DEA approach. Int. J. Prod. Econ. 100 (2006) 212–222. | DOI
, Chance constrained activity analysis. Eur. J. Oper. Res. 30 267–269. | DOI
and , Measuring Customer Based Brand Equity: Empirical Evidence from the Sportswear Market in China. J. Prod. Brand Manage. 18 (2009) 262–271. | DOI
and , Incorporating risk into bank efficiency: A satisficing DEA approach to assess the Greek banking crisis. Expert Syst. Appl. 42 (2015) 3491–3500. | DOI
, and , Stochastic simulation based genetic algorithm for chance-constrained data envelopment analysis problems. Omega 39 (2011) 387–397. | DOI
C. Valdiviezo, De Nextel a Entel: detrás de un cambio de marca, asoma mucho más. Available from: http://semanaeconomica.com/article/infraestructura/telecomunicaciones/146130-de-nextel-a-entel-detras-de-un-cambio-de- marca-asoma-mucho-mas (2014).
, and , Customer-based Brand Equity: Development and Validation of a Measurement Instrument. J. Market. Manage. 18 (2002) 27–48. | DOI
and , Measuring Brand Equity: An Evaluation of a Customer-Based Brand Equity Scale. J. Market. Theory Practice (Winter) 10 (2002) 46–62. | DOI
, Brand Equity Measures: Some Recent Advances. Market. Res. 3 (1991) 70–73.
and , Customer Behavior in the Smartphone Market in Vietnam. Int. J. Innov. Manage. Technol. 5 (2014) 412–416. | DOI
B. Yoo and N. Donthu, Developing and Validating a Customer-Based Overall Brand Equity Scale for Americans and Koreans: An Extension of Aaker’s and Keller’s Conceptualizations, AMA Summer Educators Conference. Chicago (1997).
and , Developing and Validating a Multidimensional Customer-based Brand Equity Scale. J. Business Res. 52 (2001) 1–14. | DOI
P. Zervopoulos, Dealing with small samples and dimensionality issues in data envelopment analysis (MPRA Paper No. 39226). University of Western Greece, Greece. Available at: http://mpra.ub.uni-muenchen.de/39226/ (2012).
Cité par Sources :
