Measuring CBBE across brand portfolios: Generalizability theory perspective

Performance Assessments From the Perspective of Generalizability Theory

Historically, reliability issues in psychology and education have been addressed principally using classical test theory (CTT), which postulates that an observed score can be decomposed into a “true” score and a single, undifferentiated random error term, E (Feldt & Brennan, 1989). Generalizability (G) theory liberalizes CTT by providing models and methods that allow an investigator to disentan...

Generalizability Theory: Overview

36 Generalizability Theory

Generalizability (G) theory is a statistical theory for evaluating the dependability (or reliability) of behavioral measurements (Cronbach, Gleser, Nanda, & Rajaratnam, 1972; see also Brennan, 2001; Shavelson & Webb, 1991). G theory permits the researcher to address such questions as: Is the sampling of tasks or judges the major source of measurement error? Can I improve the reliability of the ...

Merger profitability in industries with brand portfolios and loyal customers

We study the equilibrium effects of mergers between firms with brand portfolios and brand loyal customers for pricing and profitability. We find that the "merger paradox" (Salant, Switzer and Reynolds 1983) is absent in these markets. The acquisition of brand portfolios can be profit enhancing for the merging firms and payoff neutral for the firms not involved in the merger. This may explain th...

Measuring brand association strength: a consumer based brand equity approach

Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...