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The Development of a Multi-Item Scale to Measure Brand Equity

  • Brunello Adrian

    ()

    (“Alexandru Ioan Cuza” University of Iaºi, Doctoral School of Economics)

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    This 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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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/cuprins%20rezumate/volum2011p2.pdf
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    Article 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)
    Pages: 138-144

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    Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:138-144
    Contact details of provider: Web page: http://www.univ-ovidius.ro/facultatea-de-stiinte-economice

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