Measuring customer‐based brand equity

Walfried Lassar (Assistant Professor of Marketing at the University of Miami, Florida.)
Banwari Mittal (Associate Professor of Marketing at Northern Kentucky University, Highland Heights, Kentucky, USA.)
Arun Sharma (Associate Professor of Marketing at the University of Miami, Florida.)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 October 1995


Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer‐based brand equity scale generally had higher prices. Discusses the implications for managers.



Walfried Lassar, Banwari Mittal and Arun Sharma (1995) "Measuring customer‐based brand equity", Journal of Consumer Marketing, Vol. 12 No. 4, pp. 11-19

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Copyright © 1995, MCB UP Limited

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