Measuring CBBE across brand portfolios: Generalizability theory perspective

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 difficult. In order to fill this gap, we develop a new scale to better differentiate brands and sub-brands 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. © 2012 Macmillan Publishers Ltd.