Brand Equity Scale

What it measures

A multidimensional measure of consumer-based brand equity grounded in Aaker's (1991) framework. Captures the differential effect of brand knowledge on consumer response to brand marketing. Three dimensions cover loyalty, perceived quality, and brand awareness/associations. Widely used to compare brand equity across categories and cultures.

Representative items

• I consider myself loyal to this brand. (Brand Loyalty)
• This brand would be my first choice. (Brand Loyalty)
• This brand is of very good quality. (Perceived Quality)
• Even if another brand has the same features as this brand, I would prefer to buy this brand. (Brand Awareness)
• I am aware of this brand. (Brand Awareness)

Citation

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.