Consumer Behaviour

Journal of Marketing Management, 2002, 18, 27-48 Rodolfo Vázquez1, A. Belén del Río2 and Víctor Iglesias3 Consumer-based Brand Equity: Development and Validation of a meter Instrument University of Oviedo, Spain This gain considers the development and validation of a mment instrument of score justice based on the value ascribed to grasss by consumers. The results obtained indicate the foundation of four fundamental dimensions of taint utilities: product functional utility, product symbolic utility, grunge name name functional utility, brand name symbolic utility. The sundry(a) tests engaged show a reasonable degree of reliableness and grimness of the proposed scale for the sports shoes sector. Keywords: brand equity, scale, reliability, validity, structural equation models Introduction The subject of brand equity has attracted increasing saki in the Marketing literature over the last decade. Certainly, it has been considered by t he Marketing Science Institute as one of its master(prenominal) research lines. Within this topic, various distinctly differentiated work lines earn been opened up, resulting in exceedingly diverse definitions of brand equity and in a extensive variety of methods and approaches proposed to measure it. In this way, the content and meaning of brand equity have been the subject of a far-reaching debate (Barwise 1993; Ambler and Styles 1995; Chaudhuri 1995; Feldwick 1996), although a global theoretical framework that prescribes and integrates the most relevant contributions has still non been formulate (Agarwall and Rao 1996; Erdem and Swait 1998). This has given rise to certain confusion with the term and so far no common viewpoint has Rodolfo Vázquez, PhD. Facultad de Ciencias Economicas Avenida del Cristo s/n, 33071 Oviedo. Asturias. Spain. 2 Correspondence: A. Belén del Río, PhD., Facultad de Ciencias Economicas, Avenida del Cristo s/n, 33071 Oviedo. Astu rias. Spain., Tel: 34 985 10 28 27 Fax: 34 9! 85 10 37 08,...If you want to get a rise essay, order it on our website: BestEssayCheap.com

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