Abstract
Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and empirically validates this in two countries, Spain and the United Kingdom. With this aim, in addition to carrying out an individual analysis for each country, the measurement invariance is assessed following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is characterised by some variations in its composition in the countries analysed.
| Original language | Spanish |
|---|---|
| Pages (from-to) | 167-196 |
| Number of pages | 30 |
| Journal | Cuadernos de Gestion |
| Volume | 10 |
| DOIs | |
| Publication status | Published - 2010 |
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Bibliographical note
CUADERNOS DE GESTION is an open access journal which means that all content is freely available without charge to the user or his/her institution. The contents are subject to CC license (by-nc-nd), not allowing the commercial use of the original work or the generation of derivative works.Keywords
- Brand equity
- Formative measurement models
- Measurement invariance
- Spain
- United kingdom
Cite this
}
Medición del valor de marca desde un enfoque formativo. / Buil, Isabel; Martínez, Eva; de Chernatony, Leslie.
In: Cuadernos de Gestion, Vol. 10, 2010, p. 167-196.Research output: Contribution to journal › Special issue
TY - JOUR
T1 - Medición del valor de marca desde un enfoque formativo
AU - Buil, Isabel
AU - Martínez, Eva
AU - de Chernatony, Leslie
N1 - CUADERNOS DE GESTION is an open access journal which means that all content is freely available without charge to the user or his/her institution. The contents are subject to CC license (by-nc-nd), not allowing the commercial use of the original work or the generation of derivative works.
PY - 2010
Y1 - 2010
N2 - Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and empirically validates this in two countries, Spain and the United Kingdom. With this aim, in addition to carrying out an individual analysis for each country, the measurement invariance is assessed following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is characterised by some variations in its composition in the countries analysed.
AB - Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and empirically validates this in two countries, Spain and the United Kingdom. With this aim, in addition to carrying out an individual analysis for each country, the measurement invariance is assessed following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is characterised by some variations in its composition in the countries analysed.
KW - Brand equity
KW - Formative measurement models
KW - Measurement invariance
KW - Spain
KW - United kingdom
UR - http://www.scopus.com/inward/record.url?scp=84864388640&partnerID=8YFLogxK
UR - http://www.ehu.eus/cuadernosdegestion/revista/index.php/numeros?a=da&y=2010&v=10&n=3&o=8
U2 - 10.5295/cdg.100204ib
DO - 10.5295/cdg.100204ib
M3 - Special issue
AN - SCOPUS:84864388640
VL - 10
SP - 167
EP - 196
JO - Cuadernos de Gestion
JF - Cuadernos de Gestion
SN - 1131-6837
ER -