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The Development of a Multi-Item Scale to Measure Brand Equity

Author

Listed:
  • Brunello Adrian

    (“Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics)

Abstract

This paper seeks to explore the way in which a multi-item scale for measuring brand equity can be developed. Nowadays brand equity has become a very complex and significant construct and it is the subject of much research. The article presents a brief introduction into the concept of brand equity and a short piece of theory about the development of multi-item scales. Is also includes a valid and reliable measurement instrument for this complex construct which can be successfully applied to the Romanian market.

Suggested Citation

  • Brunello Adrian, 2011. "The Development of a Multi-Item Scale to Measure Brand Equity," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 138-144, May.
    • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:138-144
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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/cuprins%20rezumate/volum2011p2.pdf
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    More about this item

    Keywords

    brand equity; multi-item scales; brand equity constructs; proposed questionnaire; exploratory factor analysis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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