A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan

• Main Author: Khan, Bilal Mustafa
• Format: Article
• Language: English
• Published: Faculty of Business and Management ; UiTM Press 2009
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/11444/1/AJ_BILAL%20MUSTAFA%20KHAN%20JIBE%2009.pdf; http://ir.uitm.edu.my/id/eprint/11444/; https://jibe.uitm.edu.my/

The objective of this empirical study is to validate a multi dimensional consumer based brand equity model by employing structural equation modelling on a cross-cultural data set. Brand equity is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimen...