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

Boonghee Yoo

2002

Scholarcy highlights

  • 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 drawn from Aaker's and Keller's conceptualizations of brand equity
  • 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

Need more features? Save interactive summary cards to your Scholarcy Library.