posted on 2024-07-12, 14:37authored byAnn Mitsis, Patrick Foley
This paper reflects the effect of referentially modifying consumer-based brand equity scales to make them applicable to a new context. Netemeyer, Krishnan, Pullig, Wang, Yagci, Dean, Ricks and Wirth’s (2004) scales to measure the quality and value for cost dimensions of consumer-based brand equity were modified for a university context. The study’s empirical findings supported the contention that modifying only the “referential part” of valid scales to reflect a different context is unlikely to change an established scale’s content and construct validity. This is an assumption that needs to be checked for any new context application of a scale once modified.