<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Branding literature suggests that consumer-based brand equity (CBBE) is a multidimensional construct. Starting from this approach and developing a conceptual multidimensional model, this study finds that CBBE can be best modelled with a two-dimensional structure and claims that it achieves this result by choosing the theoretically based causal specification. On the contrary, with reflective specification, one will be able to fit almost any valid construct because of the halo effect and common method bias. In the final model, Trust (in quality) and Advantage are causing the second-order Brand Equity. The two-dimensional brand equity is an intuitive model easy to interpret and easy to measure, which thus may be a much more attractive means for the management as well.</p></abstract>

Branding literature suggests that consumer-based brand equity (CBBE) is a multidimensional construct. Starting from this approach and developing a conceptual multidimensional model, this study finds that CBBE can be best modelled with a two-dimensional structure and claims that it achieves this result by choosing the theoretically based causal specification. On the contrary, with reflective specification, one will be able to fit almost any valid construct because of the halo effect and common method bias. In the final model, Trust (in quality) and Advantage are causing the second-order Brand Equity. The two-dimensional brand equity is an intuitive model easy to interpret and easy to measure, which thus may be a much more attractive means for the management as well.

A Causal Model of Consumer-Based Brand Equity

Sapientia Hungarian University of Transylvania, Faculty of Economic and Human Sciences Department of Business Sciences, Miercurea Ciuc

Kecskemét College, Faculty of Mechanical Engineering and Automation, Kecskemét

Acta Universitatis Sapientiae, Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"A Causal Model of Consumer-Based Brand Equity"}

Branding literature suggests that consumer-based brand equity (CBBE) is a multidimensional construct. Starting from this approach and developing a conceptual...

A Causal Model of Consumer-Based Brand Equity

Published Online: Dec 22, 2015

Page range: 5 - 26

DOI: https://doi.org/10.1515/auseb-2015-0001

Keywords
brand equity, structural equation modelling, causal measurement models

© 2015 Attila Szőcs et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

A Causal Model of Consumer-Based Brand Equity

Published Online: Dec 22, 2015

Page range: 5 - 26

DOI: https://doi.org/10.1515/auseb-2015-0001

Keywordsbrand equity, structural equation modelling, causal measurement models

© 2015 Attila Szőcs et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
brand equity, structural equation modelling, causal measurement models