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)?
Brand Equity
- cringle
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- Real name and title: Prof. Dr. Christian M. Ringle
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Re: Brand Equity
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
Best
Christian
Prof. Dr. Christian M. Ringle, Hamburg University of Technology (TUHH), SmartPLS
- Literature on PLS-SEM: https://www.smartpls.com/documentation
- Google Scholar: https://scholar.google.de/citations?use ... AAAJ&hl=de
- Literature on PLS-SEM: https://www.smartpls.com/documentation
- Google Scholar: https://scholar.google.de/citations?use ... AAAJ&hl=de