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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Brand Loyalty (Likert 1–7, strongly disagree to strongly agree)

• I consider myself to be loyal to [brand].
• [Brand] would be my first choice.
• I will not buy other brands if [brand] is available at the store.

Perceived Quality

• The likely quality of [brand] is extremely high.
• The likelihood that [brand] would be functional is very high.
• [Brand] appears to be of very poor quality. (R)
• [Brand] seems to be of very low quality. (R)

Brand Awareness / Associations

• I know what [brand] looks like.
• I can recognise [brand] among other competing brands.
• I am aware of [brand].
• Some characteristics of [brand] come to my mind quickly.

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

Usage notes & scoring

Three subscale scores. Score = mean per subscale. The Overall Brand Equity subscale (4 items from Yoo & Donthu) is also widely used as a single aggregate measure. One of the most widely cited brand equity operationalisations in the marketing literature.

Recommended companion scales

Citation

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

Keywords