The Development of a Multi-Item Scale to Measure Brand Equity

Brunello Adrian ()
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Brunello Adrian: “Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 2, 138-144

Abstract: This paper seeks to explore the way in which a multi-item scale for measuring brand equity can be developed. Nowadays brand equity has become a very complex and significant construct and it is the subject of much research. The article presents a brief introduction into the concept of brand equity and a short piece of theory about the development of multi-item scales. Is also includes a valid and reliable measurement instrument for this complex construct which can be successfully applied to the Romanian market.

Keywords: brand equity; multi-item scales; brand equity constructs; proposed questionnaire; exploratory factor analysis. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xi:y:2011:i:9:p:138-144

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