Brand equity measurement from a formative approach

被引：15

作者：

Buil, Isabel ^{[1
]}

Martinez, Eva ^{[2
]}

de Chernatony, Leslie ^{[3
]}

机构：

[1] Univ Zaragoza, Escuela Univ Estudios Empresariales, Dept Direcc Mkt & Invest Mercados, C-Maria Luna S-N Edificio Lorenzo Normante, Zaragoza 50018, Spain

[2] Univ Zaragoza, Fac Ciencias Econ & Empresariales, Dept Direcc Mkt & Invest Mercados, Zaragoza 50005, Spain

[3] Univ Svizzera Italiana, Suiza & Aston Business Sch, Birmingham B13 8QJ, W Midlands, England

来源：

CUADERNOS DE GESTION | 2010年 / 10卷

关键词：

Brand equity; Formative measurement models; Measurement invariance; Spain; United Kingdom;

D O I：

10.5295/cdg.100204ib

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and empirically validates this in two countries, Spain and the United Kingdom. With this aim, in addition to carrying out an individual analysis for each country, the measurement invariance is assessed following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is characterised by some variations in its composition in the countries analysed.

引用

页码：167 / 196

页数：30

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