Original paper

The influence of brand equity on consumer responses

Volume: 30, Issue: 1, Pages: 62 - 74
Published: Jan 25, 2013
Abstract
Purpose – The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers ' responses using data from two European countries. Design/methodology/approach – Hypotheses were tested using structural equation modeling (SEM). Measurement invariance and stability of the model across the two national samples was assessed using multigroup confirmatory factor...
Paper Details
Title
The influence of brand equity on consumer responses
Published Date
Jan 25, 2013
Volume
30
Issue
1
Pages
62 - 74
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