Brand Equity (Consumer-Based)

What it measures

Four items measure the degree to which a consumer values a brand over competing options purely on the basis of its name, independent of price or functional features.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• It makes sense to buy __________ instead of any other brand, even if they are the same. [item may be truncated]
• Even if another brand has the same features as __________, I would prefer to buy __________. [item may be truncated]
• If there is another brand as good as __________, I prefer to buy __________.
• If another brand is not different from __________ in any way, it seems smarter to buy __________. [item may be truncated]

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Developed by Yoo, Donthu, and Lee (2000) through scale development drawing on Aaker (1991) and Keller (1993). Composite reliability .93. Cronbach's alpha not separately reported. Several items appear truncated in extraction—verify full wording against original article. Blanks should be replaced with the brand name.

Citation

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.

Keywords