caa a22 4500 469067128 CHVBK 20180323132911.0 cr unu---uuuuu 170328e19920101xx s 000 0 eng 10.1007/BF00994082 doi (NATIONALLICENCE)springer-10.1007/BF00994082 Holbrook Morris Columbia University, USA aut Product quality, attributes, and brand name as determinants of price: The case of consumer electronics [Elektronische Daten] [Morris Holbrook] This paper proposes and illustrates an approach to measuring one aspect of brand equity, viewed as a price premium and defined as the increment that a brand name contributes to the price of a product above and beyond that justified by its quality (where quality is determined by an assessment of the relevant attributes, features, or characteristics). Two illustrative studies apply the proposed measure to consumer-electronics products found in home-theater or audio-video entertainment centers. Study 1 uses data presented byConsumer Reports to regress market price on overall quality and on dummy variables coded to represent brand names. Here, the results for home-theater products suggest a conspicuous absence of incremental brand-name effects. Study 2 generalizes this result by analyzing data for various electronic products offered by theCrutchfield Catalog. Across six product categories, when controlling for differences in an attributes-based index of product quality, a significant brand-related price premium appears to occur only for Carver. This finding again casts doubt on the importance of brand equity in the market for consumer electronics. Kluwer Academic Publishers, 1992 Brand equity nationallicence Price premium nationallicence Brand-name effects nationallicence Marketing Letters Kluwer Academic Publishers 3/1(1992-01-01), 71-83 0923-0645 3:1<71 1992 3 11002 https://doi.org/10.1007/BF00994082 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00994082 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Holbrook Morris Columbia University, USA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/1(1992-01-01), 71-83 0923-0645 3:1<71 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer