Assessing Scale Reliability and Validity: Measurement of Consumer Based Brand Equity in Indian Luxury Market

The current study seeks to examine the measurement of customer-based brand equity (CBBE) in the Indian luxury apparel market. Based on Aaker's (1991) conceptual framework of brand equity, this study uses factor analysis (both exploratory and confirmatory) for testing the reliability and validity consumer based brand equity scale. The study is based on a sample of 520 consumers from cities of Delhi, Faridabad, Noida, Chandigarh and Gurgaon who evaluated international luxury apparel brands in India. Based upon literature review, the customer-based brand equity (CBBE) scale was designed and tested to ensure validity and reliability. The empirical findings suggest that customer based brand equity consists of four dimensions and that Aaker's model of CBBE is generally supported. Managerial and theoretical implications are discussed. The study concludes with directions for future research.