Developing and validating a multidimensional consumer-based brand equity scale

Abstract

Little systematic research has been done to develop a scale to measure consumer-based brand equity. The authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity. A total of 1530 American, Korean American, and Korean participants evaluated 12 brands from three product categories (athletic shoes, film for cameras, and color television sets). Multistep psychometric tests demonstrate that the new brand equity scale is reliable, valid, parsimonious, and generalizable across several cultures and product categories. The authors discuss theoretical and practical implications of the study.