Developing and validating a multidimensional consumer-based brand equity scale

Yoo, Bong-Goo; Donthu, Naveen

doi:10.1016/s0148-2963(99)00098-3

Cited by 2,049 publications

(2,085 citation statements)

References 54 publications

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“…However, many past studies used this same sample and therefore, this study also used student sample as replication to the existing literature (Junco & Cotton, 2012;Yoo & Donthu, 2001;Yoshida & Gordon, 2012). In addition, the data for this study was cross-sectional in nature.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 98%

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.

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Section: Limitations and Future Research Directionsmentioning

confidence: 98%

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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“…For the other measures, we rely on previously validated scales. Similar to previous research, we assess corporate brand evaluation with a global measure of perceived corporate brand equity (adapted from Yoo and Donthu, 2001). We conduct checks for uni-dimensionality and reliability for the multi-items scales and find satisfactory reliability (see Appendix 2).…”

Section: Measures and Pre-testsmentioning

confidence: 99%

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

2011

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ABSTRACT. Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims often have trouble identifying truly responsible firms. This confusion encourages "greenwashing" and may make CSR initiatives less effective. On the basis of attribution theory, this study investigates the role of independent sustainability ratings on consumers' responses to companies' CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus could act to deter "greenwashing" and encourage virtuous firms to persevere in their CSR practices.

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“…The six-item scale for brand loyalty used in this study was adopted from measures developed by Aaker (1996), Y. Odin, N. Odin, andVallette-Florence (2001) and Yoo and Donthu (2001). It used a seven-point Likert-type scale ranging from 1 (strongly disagree) to 7 (strongly agree).…”

Section: Measures and Instrumentmentioning

confidence: 99%

Customer Satisfaction and Hotel Brand Equity: A Structural Equation Modelling Study

Nassar¹

2017

JTHM

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In this paper, a structural equation modelling technique was used to examine the effect of brand equity on customer satisfaction in the Egyptian hotel industry. Brand equity was separated into four constructs (brand loyalty, perceived quality, brand awareness and brand associations), and each one was examined individually. A sample of hotel guests, who accommodated at four-and five-star branded hotels, in four tourism destinations in Egypt, was selected. A structured questionnaire that included established scales was then used to measure brand loyalty, perceived quality, brand awareness, brand associations and customer satisfaction. Data were collected from 280 usable questionnaires answered by hotel guests, and the relationships among the four variables of brand equity and customer satisfaction were examined using correlation analysis and structural equation modelling. The study found that brand loyalty, brand awareness and brand associations all had a significant positive effect on customer satisfaction. Perceived quality, however, did not have any effect. These findings suggest that customer satisfaction is a reasonable measure for the success of branding activities, and that branding managers should focus on brand loyalty, awareness and associations to raise their customers' satisfaction.

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Developing and validating a multidimensional consumer-based brand equity scale

Cited by 2,049 publications

References 54 publications

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication

Customer Satisfaction and Hotel Brand Equity: A Structural Equation Modelling Study

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