engleski

Development of a Scale for measuring Customer-Based Brand Equity

The purpose of the research reported here was to develop scale for measuring customer-based brand equity. Keller's framework of customer-based brand equity was used as a base for developing measurement scale, and thus four dimensions for measuring brand equity was used: brand awareness, and strength, favorability, and uniqueness of brand associations. Three studies were conducted in order to purify initial set of items, assess reliability, dimensionality, and convergent, discriminant, and criterion validity of the developed scale. After purification 14 items remain in scale. The results of researches provide evidence of reliability, conceptualized dimensionality, and convergent, discriminant, and criterion validity of the developed scale.

Brand equity; brand; brand image; brand awareness; travel agencies

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