Consumer Behaviour

Journal of Marketing Management, 2002, 18, 27-48 Rodolfo Vázquez1, A. Belén del Río2 and Víctor Iglesias3 Consumer-based Brand Equity: Development and Validation of a meter Instrument University of Oviedo, Spain This exit considers the development and validation of a stones throwment instrument of score justice based on the value ascribed to grasss by consumers. The results obtained indicate the foundation of four sanctioned dimensions of taint utilities: product functional utility, product symbolic utility, blur name functional utility, daub name symbolic utility. The divers(a) tests engaged show a reasonable degree of dependability and grimness of the proposed scale for the sports shoes sector. Keywords: brand equity, scale, reliability, validity, structural equivalence models Introduction The subject of brand equity has attracted increasing lodge in in the Marketing literature over the last decade. Certainly, it has been cons idered by the Marketing Science Institute as one of its main(prenominal) research lines. Within this topic, various distinctly differentiated work lines get been opened up, resulting in exceedingly diverse definitions of brand equity and in a extensive variety of methods and approaches proposed to measure it.

In this way, the content and meaning of brand equity have been the subject of a far-reaching debate (Barwise 1993; Ambler and Styles 1995; Chaudhuri 1995; Feldwick 1996), although a commonplace theoretical framework that prescribes and integrates the most relevant contributions has still non been suppose (Agarwall and Rao 1996; Erdem and ! Swait 1998). This has given rise to certain confusion with the term and so far no common viewpoint has Rodolfo Vázquez, PhD. Facultad de Ciencias Economicas Avenida del Cristo s/n, 33071 Oviedo. Asturias. Spain. 2 Correspondence: A. Belén del Río, PhD., Facultad de Ciencias Economicas, Avenida del Cristo s/n, 33071 Oviedo. Asturias. Spain., Tel: 34 985 10 28 27 Fax: 34 985 10 37 08,...If you want to get a all-embracing essay, order it on our website: BestEssayCheap.com

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