Developing and validating measures of facets of customer-based brand equity

Richard G. Netemeyer, Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane Dean, Joe Ricks, Ferdinand Wirth

Research output: Contribution to journalArticle

480 Scopus citations

Abstract

This article presents four studies that develop measures of "core/primary" facets of customer-based brand equity (CBBE). Drawing from various CBBE frameworks, the facets chosen are perceived quality (PQ), perceived value for the cost (PVC), uniqueness, and the willingness to pay a price premium for a brand. Using numerous advocated scale developmental procedures, the measures of these facets showed evidence of internal consistency and validity over 16 different brands in six product categories. Results also suggest that PQ, PVC, and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand, and that willingness to pay a price premium is a potential direct antecedent of brand purchase behavior.

Original languageEnglish (US)
Pages (from-to)209-224
Number of pages16
JournalJournal of Business Research
Volume57
Issue number2
DOIs
StatePublished - Feb 1 2004

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All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224. https://doi.org/10.1016/S0148-2963(01)00303-4