Consumer‐based brand equity: improving the measurement – empirical evidence
Consumer‐based brand equity: improving the measurement – empirical evidence
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基于消费者的品牌资产：改进测量方法——经验证据
DOI：
10.1108/10610420510601012
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发表时间：
2005
影响因子：
5.6
通讯作者：
R. Cooksey
中科院分区：
文献类型：
--
作者：
R. Pappu;P. Quester;R. Cooksey
目的——本研究旨在改进基于消费者的品牌资产的衡量。目前基于消费者的品牌资产的测量存在局限性，包括：品牌知名度和品牌联想维度之间缺乏区分，在测量量表和学生样本中使用非歧视性指标。 设计/方法/方法——基于现有研究的建议，本研究中用于测量基于消费者的品牌资产的量表包括品牌个性测量。品牌关联是使用一组不同的项目来衡量的。与之前许多使用学生样本的研究不同，本研究使用了来自澳大利亚州首府城市的实际消费者样本。采用结构方程模型的验证性因素分析用于衡量两个产品类别和六个品牌中基于消费者的品牌资产。调查结果 - 结果支持基于消费者的品牌假设的四维模型...
Purpose – The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non‐discriminant indicators in the measurement scales and of student samples.Design/methodology/approach – Based on the recommendations of extant research, the scale constructed to measure consumer‐based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modelling was used to measure consumer‐based brand equity in two product categories and across six brands.Findings – Results support the hypothesised four‐dimension model of consumer‐based b...
影响因子：
12.9
作者：
Chaudhuri, A;Holbrook, MB
通讯作者：
Holbrook, MB