Developing and validating measures of facets of customer-based brand equity

This article presents four studies that develop measures of “core/primary” facets of customer-based brand equity (CBBE). Drawing from various CBBE frameworks, the facets chosen are perceived quality (PQ), perceived value for the cost (PVC), uniqueness, and the willingness to pay a price premium for...

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Bibliographic Details
Published in:Journal of business research 2004-02, Vol.57 (2), p.209-224
Main Authors: Netemeyer, Richard G., Krishnan, Balaji, Pullig, Chris, Wang, Guangping, Yagci, Mehmet, Dean, Dwane, Ricks, Joe, Wirth, Ferdinand
Format: Article
Language:English
Subjects:
Brand choice behavior
Brand equity
Brands
Business
Customer-based brand equity
Customers
Discriminant analysis
Measurement
Studies
Validation
Validity
Willingness to pay
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Summary:This article presents four studies that develop measures of “core/primary” facets of customer-based brand equity (CBBE). Drawing from various CBBE frameworks, the facets chosen are perceived quality (PQ), perceived value for the cost (PVC), uniqueness, and the willingness to pay a price premium for a brand. Using numerous advocated scale developmental procedures, the measures of these facets showed evidence of internal consistency and validity over 16 different brands in six product categories. Results also suggest that PQ, PVC, and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand, and that willingness to pay a price premium is a potential direct antecedent of brand purchase behavior.
ISSN:0148-2963
1873-7978
DOI:10.1016/S0148-2963(01)00303-4