Assessing the validity of brand equity constructs: A comparison of two approaches

Publisher:
University of Canterbury
Publication Type:
Conference Proceeding
Citation:
Proceedings of the Australian and New Zealand Marketing Academy Conference 2010, 2010, pp. 1 - 8
Issue Date:
2010-01
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This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst Scaling (BWS) method (Finn and Louviere, 1992; Marley and Louviere, 2005) and the more traditional Confirmatory Factor Analysis (CFA) method. Data were collected from the Australian banking services sector. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management.
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