So sánh phương pháp

	Thang đo mức độ tham gia của người tiêu dùng	Thang đo Giá trị Thương hiệu
Lĩnh vực	Quản trị tiếp thị	Quản trị tiếp thị
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1985	1991
Người khởi xướng	Judith Lynne Zaichkowsky	David A. Aaker, Boonghee Yoo, Naveen Donthu, Sungho Lee
Loại	Uni-dimensional consumer involvement scale	Multi-dimensional brand equity scale
Công trình gốc	Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.	Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press. ISBN: 978-0029001851
Tên gọi khác	Product Involvement Scale, Personal Involvement Inventory	Customer-Based Brand Equity, Brand Perception Scale
Liên quan	3	3
Tóm tắt	The Consumer Involvement Scale (CIS), developed by Zaichkowsky (1985), measures the degree to which a consumer feels personally invested in a product, brand, or purchase decision. Originally a 20-item instrument operationalizing the concept of 'personal relevance,' the CIS was refined to 10 items in 1994 (Revised Personal Involvement Inventory, PII), maintaining measurement of consumer involvement across multiple semantic dimensions. Involvement captures both the personal importance of a product category and the perceived risk of making a poor choice. The scale is fundamental in consumer behavior research for understanding motivation, information processing, and purchase decision intensity.	The Brand Equity Scale (BES) measures customer-based brand equity through perceived quality, brand loyalty, brand associations, and brand awareness. Developed by Yoo, Donthu, and Lee (2000), building on Aaker's foundational brand equity framework (1991), the BES operationalizes brand equity as the differential effect of brand knowledge on consumer response to marketing activities. The scale enables organizations to quantify the value customers attach to their brand and diagnose which equity dimensions require strategic investment.