Journal of Marketing Management

A Single-Item Measure Approach to Consumer-Based Brand Equity Based on Evolutionary Psychology and Neuroscience
Dr. Harald Kindermann

Abstract
This report suggests a single-item measure, the so-called BE_AB index, of consumer-based brand equity (CBBE) with the aim of capturing this index to control a brand in the long run, particularly in light of competing brands. This approach is inspired by aspects from evolutionary psychology (EP) and neuroscience (NS). The empirical data (N=299 subjects) support an equal level of validity as the already approved CBBE model of Yoo & Donthu(2001), and the steps to prove the content validity of the BE_AB model are in line with those published by them. In addition, a structural equation model was used to assess the validity of the new measurement model, further supporting the developed model. Overall, the CB_AB index appears to be an acceptable new option for measuring CBBE holistically.

Full Text: PDF     DOI: 10.15640/jmm.v3n1a7