Measurement Of Brand Equity Of Services – Scale Construction And Validation | Pushpender Nath Anupam Bawa

This paper describes the construction and validation of a 21 item scale for measuring brand equity in services. The procedure suggested by Churchill (1979) is followed. The scale is composed of four sub scalesbrand familiarity, perceived quality, brand loyalty, and brand association. The proposed scale is aimed at assisting brand managers in tracking the equity of the services offered by their organisations. Three types of validity are assessed – convergent validity, divergent validity and nomological validity. For constructing this scale data was collected from consumers for three services viz. banking, insurance and cellular services.