Want to measure the power of your brand? This paper introduces a scale to measure customer-based brand equity, based on underlying dimensions of performance, value, social image, trustworthiness, and commitment. Brand equity is very important to marketers of consumer goods and services. The research aims to measure the customer-based brand equity, which facilitates in the effectiveness of brand extensions and brand introductions. 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. The study offers implications for managers. This study offers a means of measuring customer based brand equity. Presents a scale to measure customer‐based brand equity. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. These insights are especially beneficial for those working in marketing, business, and communications.
Published in the Journal of Consumer Marketing, this article aligns with the journal's focus on consumer behavior and marketing strategies. The introduction of a scale to measure customer-based brand equity is directly relevant to marketers and researchers studying consumer perceptions and brand value.