Brand equity measurement from a formative approach

Isabel Buil* / Eva Martínez* / Leslie de Chernatony**

Universidad de Zaragoza* / Università della Svizzera italiana**

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.

KeyWords: Brand equity; Formative measurement models; Measurement invariance; Spain; United Kingdom

DOI: 10.5295/cdg.100204ib

Bibliographic: BUIL, I.; MARTÍNEZ, E.; DE CHERNATONY, L. (2010): "Medición del valor de marca desde un enfoque formativo", Cuadernos de Gestión, Vol 10, nº especial, pp. 167-196, DOI: 10.5295/cdg.100204ib

JEL Classification: M30

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