Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale

Abstract

This research reports an independent assessment of a recently developed set of consumer-based brand equity measures. Yoo and Donthu (1997) developed a multidimensional, consumer-based brand equity scale comprised of four theoretically defined constructs and a separate multiple-item overall brand equity measure. The present research employed slightly modified items in a different context in an attempt to examine the robustness of the proposed scale. Subjects (n=272) responded to the brand equity scale for different brands and combinations of brands in a co-branding context. The results suggest that, while the Yoo and Donthu scale represents an adequate first step, further scale development is needed. Nevertheless, this scale development has brought us closer to a universally accepted measure of consumer-based brand equity.

Additional information

Notes on contributors

Judith H. Washburn

Judith H. Washburn (Ph. D.Saint Louis University) is assistant professor of marketing at Bowling Green State University in Bowling Green, OH. Dr. Washburn has published previously in such journals as Journal of Consumer Marketing, Journal of Services Marketing and Journal of Nonprofit and Public Sector Marketing. Her research interests relate to organizational alliances in the form of brand alliances and cause related marketing.

Richard E. Plank

Richard E. Plank, (Ph. D., City University of New York) is professor of marketing at Western Michigan University in Kalamazoo, MI. Dr. Plank has published previously in over 15 journals including the Journal of Marketing Theory and Practice. His research interests relate to integration of buying and selling in business markets. He has developed a model of brand equity for business markets.