विधियों की तुलना करें
चुनी हुई विधियों की आमने-सामने समीक्षा करें; भिन्नता वाली पंक्तियाँ रेखांकित हैं।
| MARKOR मार्केट ओरिएंटेशन स्केल× | ब्रांड इक्विटी स्केल× | |
|---|---|---|
| क्षेत्र | विपणन प्रबंधन | विपणन प्रबंधन |
| परिवार | Process / pipeline | Process / pipeline |
| उद्भव वर्ष≠ | 1993 | 1991 |
| प्रवर्तक≠ | Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar | David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee |
| प्रकार≠ | Multi-dimensional organizational market orientation scale | Multi-dimensional brand equity scale |
| मौलिक स्रोत≠ | 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 |
| उपनाम | Market Orientation Measurement, Kohli-Jaworski Scale | Customer-Based Brand Equity, Brand Perception Scale |
| संबंधित | 3 | 3 |
| सारांश≠ | 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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