Consumer-Based Brand Equity: Improving the Measurement - Empirical Evidence

Abstract

Purpose:The present research aims to improve the measurement of consumer-based brand equity.Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non-discriminant indicators in the measurement scales and of student samples. Design/methodology/approach:Based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures.Brand associations were measured using a different set of items.Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city.Confirmatory factor analysis employing structural equations modeling was used to measure consumer-based brand equity in two product categories and across six brands.Findings: Results support the hypothesized four-dimension model of consumer-based brand equity across two product categories and six brands.Brand awareness and brand associations were found to be two distinct dimensions of brand equity as conceptualized in the marketing literature.The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct.

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