Medición del valor de marca desde un enfoque formativo

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.

Publication DOI: https://doi.org/10.5295/cdg.100204ib
Divisions: College of Business and Social Sciences > Aston Business School
College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: 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.
Uncontrolled Keywords: Brand equity,Formative measurement models,Measurement invariance,Spain,United kingdom,Business and International Management,Strategy and Management,Organizational Behavior and Human Resource Management,Industrial relations
Publication ISSN: 1988-2157
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://www.ehu. ... 10&v=10&n=3&o=8 (Publisher URL)
PURE Output Type: Special issue
Published Date: 2010
Accepted Date: 2010-03-05
Submitted Date: 2009-12-14
Authors: Buil, Isabel
Martínez, Eva
de Chernatony, Leslie

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