Development of a Scale For French Consumer Brand Equity

Abstract: Little research has been done to develop a scale to measure consumer-brand equity. The authors report the results of a multi-step study to develop and validate a multidimensional brand equity scale. A total of 801 consumers evaluated athletics shoes, coffee and cars. Multi-step psychometric tests demonstrate that the new brand equity scale is reliable and valid. Four factors are revealed: loyalty, brand knowledge, quality/price and social value. Key words: Consumer brand equity, scale


Haythem Guizani, Hyane Trigueiro, and Pierre Valette-Florence (2008) ,"Development of a Scale For French Consumer Brand Equity", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 198-199.


Haythem Guizani, Cerag, UPMF Grenoble
Hyane Trigueiro, Cerag, UPMF Grenoble
Pierre Valette-Florence, Cerag, UPMF Grenoble


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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