A SCALE FOR MEASURING COUNTRY BRAND EQUITY

Country brand equity is an aggregated concept that combines two separate theoretical concepts – brand equity and country of origin. The aim of the paper is to develop and to test measurement scale for measuring country brand equity. Psychometric adequacy of the measurement scale was analyzed by assessing reliability, convergent and discriminant validity and dimensionality of the measurement scale. The Cronbach alpha coefficient and explorative and confirmative factor analysis were applied. Results indicate that the measurement scale has satisfactory psychometric characteristics. The measurement scale possesses characteristics of reliability, convergent and discriminant validity, and its dimensionality fi ts the conceptualized dimensionality.