Multidimensional green brand equity: A cross-cultural scale development and validation study

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences. The next logical questions would be the following: “How can a firm offer eco-friendly brands?” and “How can one measure green brand equity?” The purpose of this research is to propose an original, unique, and validated scale to measure multidimensional green brand equity for both products and services in a cross-cultural context. This study used a multistep scale development research design, and collected data from 980 consumers of telecommunication and home appliances industries in Pakistan and Italy. The six-dimensional green brand equity scale consists of social influence, sustainability, perceived quality, brand awareness, brand association, and brand leadership. As the green brand equity scale was invariant across Pakistan and Italy, researchers can test this scale both conceptually in the research and theoretically in the corporate environment.