Cbbe Scale New

In: Business and Management

Submitted By Codai
Words 8263
Pages 34
A cross-national validation of the consumer-based brand equity scale
Isabel Buil
Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain

Leslie de Chernatony
Birmingham Business School, The University of Birmingham, Birmingham, UK, and

´ Eva Martınez
Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain
Abstract Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries’ products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international marketing managers can use this instrument to measure and manage brand equity across countries. This is suitable for testing theoretical and conceptual relationships in different national settings and allows managers to design and implement efficient international brand strategies. Originality/value – The study contributes to the scarce literature testing the cross-national…...

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