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

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.