The Development of a Multi-Item Scale to Measure Brand Equity
AbstractThis paper seeks to explore the way in which a multi-item scale for measuring brand equity can be developed. Nowadays brand equity has become a very complex and significant construct and it is the subject of much research. The article presents a brief introduction into the concept of brand equity and a short piece of theory about the development of multi-item scales. Is also includes a valid and reliable measurement instrument for this complex construct which can be successfully applied to the Romanian market.
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Bibliographic InfoArticle provided by Ovidius University of Constantza, Faculty of Economic Sciences in its journal Ovidius University Annals, Economic Sciences Series.
Volume (Year): XI (2011)
Issue (Month): 2 (May)
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Web page: http://www.univ-ovidius.ro/facultatea-de-stiinte-economice
More information through EDIRC
brand equity; multi-item scales; brand equity constructs; proposed questionnaire; exploratory factor analysis.;
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- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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