Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale

This research reports an independent assessment of a recently developed set of consumer-based brand equity measures. Yoo and Donthu (1997) developed a multidimensional, consumer-based brand equity scale comprised of four theoretically defined constructs and a separate multiple-item overall brand equity measure. The present research employed slightly modified items in a different context in an attempt to examine the robustness of the proposed scale. Subjects (n=272) responded to the brand equity scale for different brands and combinations of brands in a co-branding context. The results suggest that, while the Yoo and Donthu scale represents an adequate first step, further scale development is needed. Nevertheless, this scale development has brought us closer to a universally accepted measure of consumer-based brand equity.