Consumer-Based Brand Equity

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Journal of Product & Brand Management
Emerald Article: Consumer-based brand equity: improving the measurement empirical evidence Ravi Pappu, Pascale G. Quester, Ray W. Cooksey

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To cite this document: Ravi Pappu, Pascale G. Quester, Ray W. Cooksey, (2005),"Consumer-based brand equity: improving the measurement - empirical evidence", Journal of Product & Brand Management, Vol. 14 Iss: 3 pp. 143 - 154 Permanent link to this document: http://dx.doi.org/10.1108/10610420510601012 Downloaded on: 06-04-2012 References: This document contains references to 66 other documents Citations: This document has been cited by 6 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 10965 times.

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Consumer-based brand equity: improving the measurement – empirical evidence Ravi Pappu
New England Business School, University of New England, Armidale, Australia

Pascale G. Quester
School of Commerce, University of Adelaide, Adelaide, Australia, and

Ray W Cooksey .
New England Business School, University of New England, Armidale, Australia Abstract Purpose – The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of nondiscriminant indicators in the measurement scales and of student samples. Design/methodology/approach – Based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modelling was used to measure consumer-based brand equity in two product categories and across six brands. Findings – Results support the hypothesised four-dimension model of consumer-based brand equity across two product categories and six brands. Brand awareness and brand associations were found to be two distinct dimensions of brand equity as conceptualised in the marketing literature. The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct. Originality/value – The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumerbased brand equity, supporting Aaker’s and Keller’s conceptualisation of brand equity. The present research also enriched consumer-based brand equity measurement by incorporating the brand personality measures, as recommended by...
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