Consumer‐based brand equity: improving the measurement – empirical evidence

Purpose The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non‐discriminant indicators in the measurement scales and of student samples. Design/methodology/approach Based on the recommendations of extant research, the scale constructed to measure consumer‐based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual…