A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan

Khan, Bilal Mustafa (2009) A cross cultural examination of brand equity and its constructs : a SEM approach using second order factor analysis / Bilal Mustafa Khan. Journal of International Business and Entrepreneurship, 14 (1). pp. 57-81. ISSN 0128-7494

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Abstract

The objective of this empirical study is to validate a multi dimensional consumer based brand equity model by employing structural equation modelling on a cross-cultural data set. Brand equity is conceptualised as a multidimensional construct of higher-level abstraction relative to its various dimensions consisting of brand awareness, perceived quality, brand associations and brand loyalty. In majority of the past researches, brand equity has been treated exclusively as a first-order factor. This can lead to serious problems in scale development and model specification. This paper employs a second order structured equation modelling (SEM) to build a relationship on the data collected, and the study concludes that all four dimensions of brand equity are positively correlated and significantly load on to a single factor which we term as brand equity.

Item Type: Article
Uncontrolled Keywords: Cross-Cultural, Brand Equity, Structured Equation Modelling, Second-Order Factor analysis
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Malaysian Entrepreneurship Development Centre (MEDEC)
Depositing User: Staf Pendigitan 1
Date Deposited: 11 Mar 2015 01:47
Last Modified: 03 Jan 2017 08:31
URI: http://ir.uitm.edu.my/id/eprint/11444

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