A cross‐national validation of the consumer‐based brand equity scale

Abstract

PurposeThis study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers.Design/methodology/approachBrand 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.FindingsThe 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/implicationsFuture research could examine the cross‐national generalisability of the brand equity scale using other countries' products and services.Practical implicationsGiven 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/valueThe study contributes to the scarce literature testing the cross‐national applicability of consumer‐based brand equity. Furthermore, the research enhances consumer‐based brand equity measurement by using a non‐student sample and including a different type of brand associations and multi‐item measures for all the brand equity dimensions.