Abstract
Brand equity is very important to marketers of consumer goods and
services. Brand equity facilitates in the effectiveness of brand
extensions and brand introductions. This is because consumers who trust
and display loyalty toward a brand are willing to try to adopt brand
extensions. While there have been methods to measure the financial value
of brand equity, measurement of customer-based brand equity has been
lacking. Presents a scale to measure customer-based brand equity. The
customer-based brand equity scale is developed based on the five
underlying dimensions of brand equity: performance, value, social image,
trustworthiness and commitment. In empirical tests, brands that scored
higher on the customer-based brand equity scale generally had higher
prices. Discusses the implications for managers.