The consumer-based brand equity inventory: scale construct and validation

Bruno Schivinski and Dariusz D¹browski ()
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Dariusz D¹browski: Gdansk University of Technology, Gdansk, Poland

No 22, GUT FME Working Paper Series A from Faculty of Management and Economics, Gdansk University of Technology

Abstract: The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand loyalty. A sample of 1874 Polish consumers was used to test the proposed dimensions. To measure the construct, we used a combination of exploratory and confirmatory factor analyses employing structural equation modeling in 12 product categories and across 24 brands. Additionally, for the purpose of cross-validation, we tested the framework for the factorial invariance of instrument scores. The results of our research support the hypothesized four-factor CBBE model. Moreover, the subscales designed to measure the construct operate equivalently across different product categories, which allows the meaningful comparison of scores and a wider empirical application.

Keywords: consumer-based brand equity; brand awareness; brand associations; perceived quality; brand loyalty (search for similar items in EconPapers)
JEL-codes: M30 M31 Y1 (search for similar items in EconPapers)
Date: 2014-05
New Economics Papers: this item is included in nep-ipr, nep-pr~ and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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