A consumer-perceived consumer-based brand equity scale

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.