Assessing the validity of brand equity constructs

Menictas, C; Wang, PZ; Louviere, JJ

Assessing the validity of brand equity constructs

Menictas, C Wang, PZ Louviere, JJ

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Publication Type:: Journal Article
Citation:: Australasian Marketing Journal, 2012, 20 (1), pp. 3 - 8
Issue Date:: 2012-02-01

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Field	Value	Language
dc.contributor.author	Menictas, C	en_US
dc.contributor.author	Wang, PZ	en_US
dc.contributor.author	Louviere, JJ	en_US
dc.date.issued	2012-02-01	en_US
dc.identifier.citation	Australasian Marketing Journal, 2012, 20 (1), pp. 3 - 8	en_US
dc.identifier.issn	1441-3582	en_US
dc.identifier.uri	http://hdl.handle.net/10453/22001
dc.description.abstract	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 and mobile services sectors. 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. © 2011 Australian and New Zealand Marketing Academy.	en_US
dc.relation.ispartof	Australasian Marketing Journal	en_US
dc.relation.isbasedon	10.1016/j.ausmj.2011.10.008	en_US
dc.title	Assessing the validity of brand equity constructs	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	20	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	20	en_US

Abstract:

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 and mobile services sectors. 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. © 2011 Australian and New Zealand Marketing Academy.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/22001