search query: @author Donthu, N. / total: 11
reference: 4 / 11
| Author: | Yoo, B. Donthu, N. |
| Title: | Developing and validating a multidimensional consumer-based brand equity scale |
| Journal: | Journal of Business Research
2001 : APR, VOL. 52:1, p. 1-14 |
| Index terms: | Brands Consumer behaviour Equities Personality measurement |
| Freeterms: | Multidimensional brand equity scale Multistep psychometric tests Brand equity |
| Language: | eng |
| Abstract: | The authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity. A total of 1530 American, Korean American and Korean participants evaluated 12 brands from three product categories. Multistep psychometric tests demonstrate that the new brand equity scale is reliable, valid, parsimonious, and generalizable across several cultures and product categories. |
SCIMA