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A consumer-perceived consumer-based brand equity scale

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Abstract

Brand equity is an essential concept in marketing academia and practice. The term came into use during the late 1980s, and the importance of conceptualizing, measuring and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. Despite the importance of the concept, and the need for brand equity measures, the literature lacks an empirically based consumer-perceived brand equity scale. This article develops a brand equity conceptualization and scale determined by dimensions that consumers perceive. This consumer-perceived consumer-based brand equity scale is made up of four dimensions: quality, preference, social influence and sustainability. This new robust scale contributes to the theoretical understanding of consumer-based brand equity measurement, and assists brand managers in measuring brand equity and understanding how consumers value brands in order to develop successful brand strategies.

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Authors and Affiliations

  1. Department of Marketing, Metropolitan State University of Denver, Campus Box 79, PO Box 173362, Denver, 80217-3362, CO, USA

    Sally Baalbaki

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  1. Sally Baalbaki
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  2. Francisco Guzmán
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1research interests include branding, cross-cultural marketing, consumer behavior and sales. Her research has appeared in the Journal of International Diversity, The American Journal of Business and Management, The Global Education Journal, The Technology Management Journal, and The Diversity, Culture, Change Journal.

2research focuses on branding toward social values and branding and sustainability; particularly on public-private collaborations, sponsorships, corporate social responsibility, green marketing and strategic corporate brand building. His research has appeared in a range of journals such as the Journal of International Marketing, European Journal of Marketing, Industrial Marketing Management, Journal of Marketing Management, Journal of Brand Management, Journal of Political Marketing, and Harvard Business Review América Latina, among others. He is currently co-editor of the Journal of Product and Brand Management.

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Baalbaki, S., Guzmán, F. A consumer-perceived consumer-based brand equity scale. J Brand Manag 23, 229–251 (2016). https://doi.org/10.1057/bm.2016.11

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