Consumer Brand Equity in a Cross-cultural Replication: An Evaluation of a Scale

This paper aims to contribute positively to the now growing 'replicated studies' research. The replication of published empirical findings is an important means of developing robust and generalisable explanations in brand management. The purpose of this is to replicate the consumer-based equity scale developed by Vazquez, Rio and Iglesias (2002) and to determine whether the scale could be applied to a different cultural setting. To achieve this, our research will: (1) replicate the four main dimension of Vazquez et. al. scale (i.e. product, functional utility, product symbolic utility, brand name functional utility, brand name symbolic utility); (2)identify the similarities and differences of the application of this scale in Turkey (a culture which is significantly different from that for which the scale was initially developed). Confirmatory factor analysis was used and the key findings from the study indicated that, although the scale fits the Turkish culture, it needed small changes.