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Assessing the validity of brand equity constructs

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  • Menictas, Con
  • Wang, Paul Z.
  • Louviere, Jordan J.

Abstract

This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method (Finn and Louviere, 1992; Marley and Louviere, 2005) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile services sectors. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management.

Suggested Citation

  • Menictas, Con & Wang, Paul Z. & Louviere, Jordan J., 2012. "Assessing the validity of brand equity constructs," Australasian marketing journal, Elsevier, vol. 20(1), pages 3-8.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:1:p:3-8
    DOI: 10.1016/j.ausmj.2011.10.008
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    References listed on IDEAS

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    Cited by:

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    3. Tran Thu & Moritaka Masahiro & Liu Ran & Fukuda Susumu, 2018. "Information effect on consumer adoption for a new beef brand in the Vietnamese market: prior knowledge, appealing the brand distinction, differentiation and similarity," Management & Marketing, Sciendo, vol. 13(3), pages 1014-1034, September.

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