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

Arbeitspapier

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.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Series: GUT FME Working Paper Series A ; No. 4/2014 (22)

Classification and Topics

• Classification: Wirtschaft ; Marketing and Advertising: General ; Marketing
• Subject: consumer-based brand equity ; brand awareness ; brand associations ; perceived quality ; brand loyalty

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Schivinski, Bruno ; Dabrowski, Dariusz
• Event: Veröffentlichung
• (who): Gdańsk University of Technology, Faculty of Management and Economics
• (where): Gdańsk
• (when): 2014

Further information

• Handle: http://hdl.handle.net/10419/173318
• Last update: 10.03.2025, 11:44 AM CET