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 dimen...
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| Format: | Article |
| Language: | English |
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Faculty of Business and Management ; UiTM Press
2009
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| Online Access: | http://ir.uitm.edu.my/id/eprint/11444/ http://ir.uitm.edu.my/id/eprint/11444/ http://ir.uitm.edu.my/id/eprint/11444/1/AJ_BILAL%20MUSTAFA%20KHAN%20JIBE%2009.pdf |