| Abstract: |
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. |