Brand Loyalty Scale

On the basis of previous works in the literature, we generated a pool of sample measures of four brand equity dimensions & overall brand equity. The brand awareness scale intended to measure the strength of the brand in customer’s memory as reflected by the customer’s ability to identify various brand elements. To overcome the drawbacks of previous scales, the items measuring brand personality (Hananto,2006) which is a sub-dimension of brand associations, were incorporated. The scales of perceived quality measured customers’ subjective judgment about a brand's superiority. In the current study, the brand loyalty scale was designed to measure the overall attitudinal extent of specific brand loyalty than to measure actual brand loyal behavior such as purchase. The overall brand equity scale was used for examining customers’ overall attitudes and customers’ intention toward the focal brand against its unbranded counterpart. All these items reflected customer’s overall perception of brand. In total, 33 items (see appendix) were used in the initial scale.

The data was collected by using five point Likert scale .The survey questionnaire consisted of items for measuring brand equity constructs as well as questions related to demographics. Survey was self-administered in four cities in North India i.e. Indian capital

For this study, five independent experts (2 professors from leading Indian B-schools and three managers with rich experience in advertising & branding) were consulted for examining the content validity of the instrument. The number of brand personality items was restricted to five as suggested by the experts (see Appendix) to reduce ambiguity & ensure parsimony. Overall, all items were found to be relevant by the experts as the instrument has been carefully constructed after an extensive review of