A SCALE FOR MEASURING COUNTRY BRAND EQUITY

Edo Rajh

Ekonomski pregled, 2019, vol. 70, issue 3, 519-528

Abstract: Country brand equity is an aggregated concept that combines two separate theoretical concepts – brand equity and country of origin. The aim of the paper is to develop and to test measurement scale for measuring country brand equity. Psychometric adequacy of the measurement scale was analyzed by assessing reliability, convergent and discriminant validity and dimensionality of the measurement scale. The Cronbach alpha coefficient and explorative and confirmative factor analysis were applied. Results indicate that the measurement scale has satisfactory psychometric characteristics. The measurement scale possesses characteristics of reliability, convergent and discriminant validity, and its dimensionality fi ts the conceptualized dimensionality.

Keywords: brand equity; country of origin; country brand equity (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2019
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