Buil, Isabel; de Chernatony, Leslie; Martínez, Eva - In: Journal of Product & Brand Management 17 (2008) 6, pp. 384-392
Purpose – This study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi‐dimensional concept consisting of brand awareness,...