Original paper
A cross‐national validation of the consumer‐based brand equity scale
Volume: 17, Issue: 6, Pages: 384 - 392
Published: Sep 19, 2008
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...
Paper Details
Title
A cross‐national validation of the consumer‐based brand equity scale
Published Date
Sep 19, 2008
Volume
17
Issue
6
Pages
384 - 392