Brand equity questionnaire template (Yoo, Donthu and Lee)

Customer-based brand equity is a familiar marketing topic, applied to phones, motorbikes, beverages and retail chains. This template combines the structural model of Yoo, Donthu and Lee (2000) with the multidimensional scale developed and tested across cultures by Yoo and Donthu (2001).

Research model

Structural model following Yoo, Donthu and Lee (2000): brand awareness and associations, perceived quality and brand loyalty together affect overall brand equity. Yoo and Donthu (2001) is the paper that developed and tested the scale, not the paper that proposed this model.

• Brand Awareness/Associations → Overall Brand Equity (positive)
• Perceived Quality → Overall Brand Equity (positive)
• Brand Loyalty → Overall Brand Equity (positive)

Questionnaire items

Original English wording. Answered on a 5-point Likert scale (1 = Strongly disagree … 5 = Strongly agree) unless the scale page says otherwise; (R) marks a reverse-coded item.

Brand Awareness/Associations (BAA) · Consumer-based brand equity

Code	Item
BAA1	I can recognize [brand] among other competing brands.
BAA2	I am aware of [brand].
BAA3	Some characteristics of [brand] come to my mind quickly.
BAA4	I can quickly recall the symbol or logo of [brand].
BAA5 (R)	I have difficulty in imagining [brand] in my mind.

Source: Yoo & Donthu (2001). See Consumer-based brand equity.

Perceived Quality (PQ) · Consumer-based brand equity

Code	Item
PQ1	The likely quality of [brand] is extremely high.
PQ2	The likelihood that [brand] would be functional is very high.

Source: Yoo & Donthu (2001). See Consumer-based brand equity.

Brand Loyalty (BL) · Consumer-based brand equity

Code	Item
BL1	I consider myself to be loyal to [brand].
BL2	[brand] would be my first choice.
BL3	I will not buy other brands if [brand] is available at the store.

Source: Yoo & Donthu (2001). See Consumer-based brand equity.

Overall Brand Equity (OBE) · Consumer-based brand equity

Code	Item
OBE1	It makes sense to buy [brand] instead of any other brand, even if they are the same.
OBE2	Even if another brand has same features as [brand], I would prefer to buy [brand].
OBE3	If there is another brand as good as [brand], I prefer to buy [brand].
OBE4	If another brand is not different from [brand] in any way, it seems smarter to purchase [brand].

Source: Yoo, Donthu & Lee (2000). See Consumer-based brand equity.

Tips

• The overall brand equity scale (OBE) compares the brand with another brand having the same features; state the comparison brand or let respondents picture one themselves.
• Perceived quality has only 2 items in the MBE scale; consider reporting composite reliability.
• Choose a brand familiar enough that respondents have real experience with it.

Work out the minimum sample size for this model; once the data are in, clean the responses and run the survey data analysis for your results chapter.

Studies that used this model

• Tran and Le (2016). The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam. International Journal of Economics and Finance, 8(3), 75–84. Sample: 309 motorbike consumers; awareness, associations, perceived quality, loyalty → overall brand equity following Yoo et al. (2000). Reliability: α 0.747-0.840; CR 0.750-0.843 (Table 3).
• Tran, Nguyen, Tran, Tran and Huynh (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 74(3), 704–720. Sample: 319 domestic tourists in Hoi An; destination brand equity. Reliability: .
• Nguyen Viet and Nguyen Anh (2021). The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam. Journal of Food Products Marketing, 27(2), 72–88. Sample: 477 milk consumers; marketing mix → dimensions → brand equity. Reliability: .

Collecting responses

If your own network cannot reach the target respondents, you can pay for verified responses through Genius Data (referral link, we may earn a commission), paying only for approved responses.