Title: Operationalising Young and Rubicam's BAV^™ as a consumer-based brand equity measure

Authors: Bilal Mustafa Khan

Addresses: Department of Business Administration, Aligarh Muslim University (AMU), Aligarh, Uttar Pradesh 202002, India

Abstract: This paper aims to operationalise Young and Rubicam|s brand asset valuator (BAV) in the form of a consumer-based brand equity measure. Brand value is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions consisting of brand differentiation, relevance, esteem and knowledge. This relationship is built employing higher order structured equation modelling on the data collected, and the study concludes that all four dimensions of the BAV are positively correlated and significantly loaded on to two second-order factors, namely brand strength and stature, which load on to a third factor that we term brand value.

Keywords: brand value; structural equation modelling; higher-order factor analysis; Young and Rubicam; BAV; brand asset valuator; brand equity measures; brand strength; brand stature.

DOI: 10.1504/JIBED.2009.033744

Journal for International Business and Entrepreneurship Development, 2009 Vol.4 No.4, pp.314 - 333

Published online: 29 Jun 2010 *

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