পদ্ধতির তুলনা করুন
নির্বাচিত পদ্ধতিগুলো পাশাপাশি পর্যালোচনা করুন; যে সারিগুলোয় পার্থক্য আছে সেগুলো চিহ্নিত করা হয়।
| MARKOR মার্কেট ওরিয়েন্টেশন স্কেল× | ব্র্যান্ড ইকুইটি স্কেল× | |
|---|---|---|
| ক্ষেত্র | বিপণন ব্যবস্থাপনা | বিপণন ব্যবস্থাপনা |
| পরিবার | Process / pipeline | Process / pipeline |
| উদ্ভবের বছর≠ | 1993 | 1991 |
| প্রবর্তক≠ | Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar | David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee |
| ধরন≠ | Multi-dimensional organizational market orientation scale | Multi-dimensional brand equity scale |
| মৌলিক উৎস≠ | Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467-477. DOI ↗ | Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. ISBN: 978-0029001851 |
| অপর নাম | Market Orientation Measurement, Kohli-Jaworski Scale | Customer-Based Brand Equity, Brand Perception Scale |
| সম্পর্কিত | 3 | 3 |
| সারসংক্ষেপ≠ | The MARKOR scale, developed by Kohli, Jaworski, and Kumar (1993), measures organizational market orientation—the degree to which an organization actively gathers and uses market intelligence to guide strategy and decision-making. MARKOR captures three core dimensions: Intelligence Generation (collecting customer and competitor information), Dissemination (sharing market knowledge across departments), and Responsiveness (acting on market insights). The scale is widely used in strategic management research to diagnose whether organizations are truly customer-focused or operate in a more internally driven manner. | The Brand Equity Scale (BES) measures customer-based brand equity through perceived quality, brand loyalty, brand associations, and brand awareness. Developed by Yoo, Donthu, and Lee (2000), building on Aaker's foundational brand equity framework (1991), the BES operationalizes brand equity as the differential effect of brand knowledge on consumer response to marketing activities. The scale enables organizations to quantify the value customers attach to their brand and diagnose which equity dimensions require strategic investment. |
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