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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- Wed Dec 27, 2017 8:27 pm
- Forum: Method and application
- Topic: Brand Equity
- Replies: 1
- Views: 3342