DEVELOPMENT OF A SCALE FOR MEASURING CUSTOMER-BASED BRAND EQUITY

The purpose of the research reported here was to develop a scale for measuring customer-based brand equity. Keller’s framework of customer-based brand equity was used asa basis for developing a measurement scale, and thus four dimensions for measuring brand equity were used: brand awareness, and strength, favourability, and uniqueness of brand associations. Three studies were conducted in order to purify the initial set of items and to assess reliability, dimensionality, and the convergent, discriminant, and criterion validity of the developed scale. The results of the research provide evidence of the reliability, conceptualised dimensionality, and the convergent, discriminant, and criterion validity of the developed scale.