期刊名称：Acta Universitatis Sapientiae, Economics and Business
电子版ISSN：2343-8894
出版年度：2015
卷号：3
期号：1
页码：5-26
DOI：10.1515/auseb-2015-0001
语种：English
出版社：Walter de Gruyter GmbH
摘要：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.
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