Порівняння методів
Переглядайте обрані методи поруч; рядки з відмінностями підсвічено.
| Шкала орієнтації на ринок MARKOR× | Шкала брендового капіталу× | |
|---|---|---|
| Галузь | Управління маркетингом | Управління маркетингом |
| Родина | Process / pipeline | Process / pipeline |
| Рік появи≠ | 1993 | 1991 |
| Автор методу≠ | Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar | David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee |
| Тип≠ | Multi-dimensional organizational market orientation scale | Multi-dimensional brand equity scale |
| Основоположне джерело≠ | 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 |
| Інші назви | Market Orientation Measurement, Kohli-Jaworski Scale | Customer-Based Brand Equity, Brand Perception Scale |
| Пов'язані | 3 | 3 |
| Підсумок≠ | 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. |
| ScholarGateНабір даних ↗ |
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