Brand Equity

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ahadzadeh
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Joined: Sat Dec 16, 2017 6:52 pm
Real name and title: Dr. Ali Ahadzadeh Ghannad

Brand Equity

Post by ahadzadeh » Wed Dec 27, 2017 8:27 pm

Hi everybody,
Can we consider the "Brand Equity" as a higher-order construct which includes five first-order constructs (perceived quality, customer loyalty, ...)?
My second question is about the measurement model of BE (formative or reflective)?

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cringle
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Real name and title: Prof. Dr. Christian M. Ringle
Location: Hamburg (Germany)
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Re: Brand Equity

Post by cringle » Wed Jan 03, 2018 2:49 pm

Both questions require your theoretical reasoning based on prior publications. Hence, you need to conduct a literature review on brand equity constructs. A good start may be to search for the keywords "PLS" and "brand equity". For the discussion about formative and reflective, you may want to take a look at this article: http://www.sciencedirect.com/science/ar ... 6316304404

Best
Christian

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