Developing and validating a multidimensional consumer-based brand equity scale

Little systematic research has been done to develop a scale to measure consumer-based brand equity. The authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of b...

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Bibliographic Details
Published in:Journal of business research 2001-04, Vol.52 (1), p.1-14
Main Authors: Yoo, Boonghee, Donthu, Naveen
Format: Article
Language:English
Subjects:
Brand equity
Consumer attitudes
Mathematical models
Multidimensional brand equity scale
Multistep psychometric tests
Statistical analysis
Studies
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Summary:Little systematic research has been done to develop a scale to measure consumer-based brand equity. The authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity. A total of 1530 American, Korean American, and Korean participants evaluated 12 brands from three product categories (athletic shoes, film for cameras, and color television sets). Multistep psychometric tests demonstrate that the new brand equity scale is reliable, valid, parsimonious, and generalizable across several cultures and product categories. The authors discuss theoretical and practical implications of the study.
ISSN:0148-2963
1873-7978
DOI:10.1016/S0148-2963(99)00098-3