Article2002

Consumer-based Brand Equity: Development and Validation of a Measurement Instrument

Rodolfo Vázquez · Ana Belén del Río Lanza

369 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

This work considers the development and validation of a measurement instrument of brand equity based on the value ascribed to brands by consumers. The results obtained indicate the existence of four basic dimensions of brand utilities: product functional utility, product symbolic utility, brand name functional utility, brand name symbolic utility. The various tests employed show a reasonable degree of reliability and validity of the proposed scale for the sports shoes sector.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1999Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image

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