Naslov
Development of a Scale for measuring Customer-Based Brand Equity

Autori
Rajh, Edo

Izvornik
Ekonomski pregled : mjesečnik Hrvatskog društva ekonomista Zagreb (0424-7558) 53 (2002), 7-8; 770-781

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Brand equity; brand; brand image; brand awareness; travel agencies

Sažetak
The purpose of the research reported here was to develop scale for measuring customer-based brand equity. Keller's framework of customer-based brand equity was used as a base for developing measurement scale, and thus four dimensions for measuring brand equity was used: brand awareness, and strength, favorability, and uniqueness of brand associations. Three studies were conducted in order to purify initial set of items, assess reliability, dimensionality, and convergent, discriminant, and criterion validity of the developed scale. After purification 14 items remain in scale. The results of researches provide evidence of reliability, conceptualized dimensionality, and convergent, discriminant, and criterion validity of the developed scale.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA