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Edited by Bernd H. Schmitt and David L. Rogers
Chapter 14: A Literature Review of Consumer-Based Brand Scales
Lia Zarantonello INTRODUCTION Measurement cannot be disregarded in brand management, as it is an integral part of the process of planning, implementing, and evaluating brand strategies (Keller, 2003). Although branding has become a common practice and a well-established discipline since the 1980s, measurement of one or more aspects related to brands started only in 1990. Since then, a signiﬁcant amount of attention has been paid to the concept and measurement of brand equity, which is considered the most important content to capture the value held by a brand for a speciﬁc target of consumers (Aaker, 1991; Keller, 1993, 2003). Over the last decade, scholars have developed measures aimed at capturing other dimensions of brands that were not comprised in the brand equity construct. The purpose of the chapter is to review the brand scales that have been proposed in marketing and consumer behavior literature, and that have been conceived from a consumer perspective. Basically, scales are ‘instruments that are collections of items combined into a composite score, and intended to reveal levels of theoretical variables not readily observable by direct means’ (DeVellis, 2003, pp. 8–9), and allow scholars to reach at least two objectives: on the one hand, they help to understand constructs better and to develop theoretical frameworks; on the other hand, they constitute instruments that measure such constructs, in all their dimensions. Therefore, the review conducted here is useful for both practitioners and academicians. The former group might discover the existence of scales, diﬀerent...
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