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A Causal Model of Consumer-Based Brand Equity

Acta Universitatis Sapientiae: Economics and Business. 2015;3(1):5-26 DOI 10.1515/auseb-2015-0001


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Journal Title: Acta Universitatis Sapientiae: Economics and Business

ISSN: 2360-0047 (Online)

Publisher: Sciendo

Society/Institution: Sapientia Hungarian University of Transylvania, Romania

LCC Subject Category: Social Sciences: Commerce: Business | Social Sciences: Economic theory. Demography

Country of publisher: Poland

Language of fulltext: English

Full-text formats available: PDF



Szőcs Attila (Sapientia Hungarian University of Transylvania, Faculty of Economic and Human Sciences Department of Business Sciences, Miercurea Ciuc)

Berács József (Kecskemét College, Faculty of Mechanical Engineering and Automation, Kecskemét)


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Time From Submission to Publication: 10 weeks


Abstract | Full Text

Branding literature suggests that consumer-based brand equity (CBBE) is a multidimensional construct. Starting from this approach and developing a conceptual multidimensional model, this study finds that CBBE can be best modelled with a two-dimensional structure and claims that it achieves this result by choosing the theoretically based causal specification. On the contrary, with reflective specification, one will be able to fit almost any valid construct because of the halo effect and common method bias. In the final model, Trust (in quality) and Advantage are causing the second-order Brand Equity. The two-dimensional brand equity is an intuitive model easy to interpret and easy to measure, which thus may be a much more attractive means for the management as well.