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Consumer-based Brand Equity: Development and Validation of a Measurement Instrument

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Abstract:

This work considers the development and validation of a measurement instrument of brand equity based on the value ascribed to brands by consumers. The results obtained indicate the existence of four basic dimensions of brand utilities: product functional utility, product symbolic utility, brand name functional utility, brand name symbolic utility. The various tests employed show a reasonable degree of reliability and validity of the proposed scale for the sports shoes sector.

Keywords: BRAND EQUITY; RELIABILITY; SCALE; STRUCTURAL EQUATION MODELS; VALIDITY

Document Type: Research Article

DOI: https://doi.org/10.1362/0267257022775882

Publication date: 2002-02-01

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