Brand equity measurement from a formative approach

Brand equity measurement from a formative approach

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and empirically...

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Bibliographic Details
Main Authors: Isabel Buil, Eva Martínez, Leslie de Chernatony
Format: Article
Language:English
Published: Universidad del País Vasco (UPV/EHU) 2010-12-01
Series:Management Letters/Cuadernos de Gestión
Subjects:
Brand equity
Formative measurement models
Measurement invariance
Spain
United Kingdom
Online Access:http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros-publicados?y=2010&v=10&n=3&o=8

Internet

http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros-publicados?y=2010&v=10&n=3&o=8

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