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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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Bibliographic Details
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:	https://ir.uitm.edu.my/id/eprint/11444/

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