Evaluation of brand equity measures: further empirical results

Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that choice was an indicator of brand equity. It is a replication and extension of work carried out by Agarwal and Rao in 1996. Their work is the only study that has attempted to consolidate existing research on consumer based brand equity. Overall, the results generally concurred with those of Agarwal and Rao. Most of the measures were found to be convergent, and to estimate choice. The results mean that managers should now have more confidence in selecting from a range of brand equity measures, many of which can be collected easily and at minimal cost. More empirical studies, however, need to be carried out in a range of different markets to assess the wider performance of these brand equity measures.