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| Procjena spremnosti na plaćanje× | Mjerenje vrijednosti robne marke× | |
|---|---|---|
| Područje | Marketing | Marketing |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1998 | 1991 |
| Tvorac≠ | Klaus Wertenbroch and Bernd Skiera | David A. Aaker |
| Vrsta≠ | Price research methodology | Measurement framework |
| Temeljni izvor≠ | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ | Aaker, D. A. (1991). Managing Brand Equity. Free Press. ISBN: 978-0029001110 |
| Drugi nazivi≠ | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation | Brand Valuation, Brand Strength Assessment |
| Srodne | 5 | 5 |
| Sažetak≠ | Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception. | Brand Equity Measurement is a comprehensive framework developed by David Aaker in 1991 for quantifying and assessing the value that a brand name adds to a product or service. It provides organizations with methods to understand how consumers perceive their brand across multiple dimensions, enabling better strategic decision-making and resource allocation. |
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