Luming Wangcompleted her PhD at the University of Alberta (Canada) in 2010. Her research interests include branding, brand equity and brand management, research methodology, Bayesian modeling, consumer choice modeling and international marketing.
Adam Finncompleted his PhD at the University of Illinois (Urbana, USA) in 1983. His research interests include marketing measurement, retailing and service assessment, new product management, retailing and service management, application of choice modeling to policy issues in marketing and the cultural industries.ABSTRACT Existing consumer-based brand equity (CBBE) scales were developed to differentiate consumers. They cannot be reliably used to examine other objects such as brands and sub-brands within and across brand portfolios in a product category, due to much similarity among them. The multidimensional nature of CBBE (covering brand awareness, brand associations, brand loyalty, perceived quality and uniqueness) makes the brand portfolio CBBE measurement even more diffi cult. In order to fi ll this gap, we develop a new scale to better differentiate brands and subbrands within and across brand portfolios and examine its psychometric performance at both the dimension and the item levels by using Multivariate Generalizability Theory. We collected CBBE data for soft drinks crossed with respondents for an empirical demonstration.