Brand Equity

Questions about the implementation and application of the PLS-SEM method, that are not related to the usage of the SmartPLS software.
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ahadzadeh
PLS Junior User
Posts: 1
Joined: Sat Dec 16, 2017 6:52 pm
Real name and title: Dr. Ali Ahadzadeh Ghannad

Brand Equity

Post by ahadzadeh »

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
SmartPLS Developer
Posts: 818
Joined: Tue Sep 20, 2005 9:13 am
Real name and title: Prof. Dr. Christian M. Ringle
Location: Hamburg (Germany)
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Re: Brand Equity

Post by cringle »

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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