A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan
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...
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| Format: | Article |
| Language: | English |
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Faculty of Business and Management ; UiTM Press
2009
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| Online Access: | https://ir.uitm.edu.my/id/eprint/11444/ |
| _version_ | 1848802990276739072 |
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| author | Khan, Bilal Mustafa |
| author_facet | Khan, Bilal Mustafa |
| author_sort | Khan, Bilal Mustafa |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | 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 dimensions consisting of brand awareness, perceived quality, brand associations and brand
loyalty. In majority of the past researches, brand equity has been treated exclusively as a first-order factor. This can lead to serious problems in scale development and model specification. This paper employs a second order
structured equation modelling (SEM) to build a relationship on the data collected, and the study concludes that all four dimensions of brand equity are positively correlated and significantly load on to a single factor which we
term as brand equity. |
| first_indexed | 2025-11-14T21:32:07Z |
| format | Article |
| id | uitm-11444 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:32:07Z |
| publishDate | 2009 |
| publisher | Faculty of Business and Management ; UiTM Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-114442017-01-03T08:31:21Z https://ir.uitm.edu.my/id/eprint/11444/ A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan jibe Khan, Bilal Mustafa Branding (Marketing) Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling 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 dimensions consisting of brand awareness, perceived quality, brand associations and brand loyalty. In majority of the past researches, brand equity has been treated exclusively as a first-order factor. This can lead to serious problems in scale development and model specification. This paper employs a second order structured equation modelling (SEM) to build a relationship on the data collected, and the study concludes that all four dimensions of brand equity are positively correlated and significantly load on to a single factor which we term as brand equity. Faculty of Business and Management ; UiTM Press 2009 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/11444/1/AJ_BILAL%20MUSTAFA%20KHAN%20JIBE%2009.pdf Khan, Bilal Mustafa (2009) A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan. (2009) Journal of International Business, Economics and Entrepreneurship (JIBE) <https://ir.uitm.edu.my/view/publication/Journal_of_International_Business,_Economics_and_Entrepreneurship_=28JIBE=29.html>, 14 (1). pp. 57-81. ISSN 0128-7494 https://jibe.uitm.edu.my/ |
| spellingShingle | Branding (Marketing) Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Khan, Bilal Mustafa A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan |
| title | A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan |
| title_full | A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan |
| title_fullStr | A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan |
| title_full_unstemmed | A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan |
| title_short | A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan |
| title_sort | cross cultural examination of brand equity and its constructs : a sem approach using second order factor analysis / bilal mustafa khan |
| topic | Branding (Marketing) Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling |
| url | https://ir.uitm.edu.my/id/eprint/11444/ https://ir.uitm.edu.my/id/eprint/11444/ |