방법 비교

	가격 공정성 척도	브랜드 자산 척도
분야	마케팅 관리	마케팅 관리
계열	Process / pipeline	Process / pipeline
기원 연도	2004	1991
창시자	Ling Xia, Kent B. Monroe, Jennifer L. Cox	David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee
유형	Multi-dimensional price fairness scale	Multi-dimensional brand equity scale
원전	Campbell, M. C. (2005). Perceived Price Fairness. MIT Sloan Management Review, 46(3), 30-35.	Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. ISBN: 978-0029001851
별칭	Pricing Justice Scale, Fair Price Perception Scale	Customer-Based Brand Equity, Brand Perception Scale
관련	3	3
요약	The Price Fairness Scale (PFS), developed by Xia, Monroe, and Cox (2004), measures customer perception of whether a charged price is fair and reasonable relative to value received and market comparison. Price fairness assessment differs from absolute price satisfaction: customers may perceive a price as high but fair if quality justifies it, or as low but unfair if they suspect price discrimination or exploitation. The PFS captures three dimensions of price fairness judgment: Distributive Fairness (whether the price-value ratio is equitable), Procedural Fairness (whether the pricing process is transparent and non-discriminatory), and Interactional Fairness (whether pricing explanations are respectful). The scale is critical for premium pricing strategy, price increases, and dynamic pricing implementation.	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.