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on Intellectual Property Rights |
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Issue of 2014‒06‒07
one paper chosen by Giovanni Ramello Universita' del Piemonte Orientale Amedeo Avogadro |
| By: | Bruno Schivinski (Gdansk University of Technology, Gdansk, Poland); Dariusz Dabrowski (Gdansk University of Technology, Gdansk, Poland) |
| 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. |
| Keywords: | consumer-based brand equity; brand awareness; brand associations; perceived quality; brand loyalty |
| JEL: | M30 M31 Y1 |
| Date: | 2014–05 |
| URL: | http://d.repec.org/n?u=RePEc:gdk:wpaper:22&r=ipr |