A CONFIRMATORY TEST OF A HIGHER ORDER FACTOR STRUCTURE: BRAND EQUITY AND THE TRUTH SM CAMPAIGN.

The third Legacy Media Tracking Survey (LMTS III) was administered to a nationally representative sample of young people aged 12 to 24. The LMTS III contained a set of items designed to measure brand equity in the truth sm anti-smoking media campaign. This scale is a variant of Aaker's (1996) Brand Equity Ten. Confirmatory factor analysis was utilized to test the items and confirm a higher order brand equity factor structure on a sub-sample (n = 2306) of the target audience aged 12 to 17. Several measures of factor quality were calculated. The results indicate that the truth sm brand equity scale items do represent a well-defined, reliable higher order construct. This construct will be useful for other analyses involving LMTS survey data and other social marketing brand data. [ABSTRACT FROM AUTHOR]