Developing an Emic Scale on Consumer-Based Brand Equity for Packaged Food Brands

Abstract

ABSTRACT Measurement of customer-based brand equity (CBBE) is vital across marketed offerings. Given the relative lack of extant scales for measuring CBBE for packaged food brands, this study develops an emic scale in India by rigorously following a mixed-method approach. To ground our work in consumer perceptions, we first perform multiple qualitative studies. The identified five dimensions of brand awareness, perceived value, brand trust, packaging, and health perceptions are then quantitatively established through exploratory and confirmatory factor analysis. We add to the theory by identifying packaging and health perceptions as novel dimensions of CBBE. Packaging is salient as the quality of a food brand is intricately associated with it. Likewise, health perceptions shape consumers’ food choices via relevant information and cues like nutrients, hygiene, and ingredients. Our work is vital to managers, given their need to stay abreast with dynamic consumer preferences and the increasing salience of health-related concerns.