A cross-product category CBBE study: item response theory perspective

Abstract

Purpose

The purpose of this study is to propose a new item response theory-based model to facilitate brand equity comparison among brands in different product categories. Brand equity has been defined as the value a brand adds upon a product. This definition provides the theoretical basis for comparing brands across product categories. Researchers have measured brand equity from three major approaches: finance, economics and psychology. Unlike the first two approaches that have developed methods to facilitate cross-product-category brand equity comparison, no methodology has been identified in the psychology approach (consumer-based brand equity, CBBE), and this study will fill this gap.

Design/methodology/approach

We used survey method and collected data from both soft drink and car product categories to empirically demonstrate our method.

Findings

A new item response theory-based model to facilitate brand equity comparison among brands in different product categories is proposed.

Originality/value

Considering consumers are the most widely considered stakeholder group in the existing brand equity literature, the lack of cross-product category research in consumer-based brand equity (CBBE) area constrains the use of CBBE for firms managing multiple brands across product categories. This proposed model is the first one to address this limitation.

Citation

Wang, L. and Finn, A. (2014), "A cross-product category CBBE study: item response theory perspective", Journal of Product & Brand Management, Vol. 23 No. 3, pp. 200-206. https://doi.org/10.1108/JPBM-11-2013-0440