Validating Scale and Dimensions of Customer-Based Brand Equity in Indian Smartphone Market

Abstract

This study aims to construct a valid and reliable instrument for measuring the customer-based brand equity (CBBE) in Indian smartphone market. A multistep analysis was used to develop a multidimensional CBBE scale drawn from Aaker's (1991) conceptualisations of brand equity. A sample of 262 Indian participants evaluated both local and international smartphone brands. Data were analysed through SPSS and AMOS 22.0. The empirical findings suggest that CBBE consists of three dimensions-brand association and brand awareness, brand loyalty, perceived quality and that Aaker's model of CBBE is supported. The reliable and valid instrument will help marketers measure CBBE due to a small number of items and also enable the sources of brand equity to be estimated according to a well-established theoretical framework. This empirical study adds value to the growing body of literature on measurement of CBBE by identifying a comprehensive but simplistic list of brand dimensions.