Brand Equity

PLS is broadly applied in modern business research. This forum is the right place for discussions on the use of PLS in the fields of Marketing, Strategic Management, Information Technology etc.
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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 » 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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SmartPLS Developer
Posts: 812
Joined: Tue Sep 20, 2005 9:13 am
Real name and title: Prof. Dr. Christian M. Ringle
Location: Hamburg (Germany)

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: ... 6316304404


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