Abstract:

Customer-based brand equity measurement is regarded as a very important issue in brand equity research field.There are basically two approaches to brand equity measurement, the cognitive and the social-psychological.The latter is just emerging, and little research has been done in the Chinese context.This article presents an empirical study which develops and validates a measurement model of consumer-brand relationship quality based upon Chinese indigenous social-psychology.The model is defined and revised as a six-faceted syndrome, including social value expression, trust, interdependence, real and assumed emotions, commitment, and self-concept connection.The theoretical and practical implications of the study are discussed at last.

Key words: brand equity, brand relationship quality, scale development, measurement model.