Traditional measures of brand equity

Online measures of brand equity

(Aaker and Joachimsthaler, 2000)

(from Christodoulides and de Chernatony, 2004)

• Price premium

• Online brand experience

• Satisfaction/loyalty

• Interactivity

• Perceived quality

• Customisation

• Leadership popularity

• Relevance

• Perceived value

• Site design

• Brand personality

• Customer service

• Organisational associations

• Order fulfilment

• Brand awareness

• Quality of brand relationships

• Market share

• Communities

• Market price and distribution coverage

• Web site logs (see Chapter 9)

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