Сравнение методов

	Шкала оценки капитала бренда	Шкала ориентации на рынок MARKOR
Область	Управление маркетингом	Управление маркетингом
Семейство	Process / pipeline	Process / pipeline
Год появления	1991	1993
Автор метода	David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee	Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar
Тип	Multi-dimensional brand equity scale	Multi-dimensional organizational market orientation scale
Основополагающий источник	Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. ISBN: 978-0029001851	Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4), 467-477.
Другие названия	Customer-Based Brand Equity, Brand Perception Scale	Market Orientation Measurement, Kohli-Jaworski Scale
Связанные	3	3
Сводка	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.	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.