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Brand Equity

Posted: Wed Dec 27, 2017 8:27 pm
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)?

Re: Brand Equity

Posted: Wed Jan 03, 2018 2:49 pm
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: ... 6316304404