1. Medición del vaor de marca desde un enfoque formativo.
- Author
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Buil, Isabel, Martínez, Eva, and de Chernatony, Leslie
- Subjects
- *
BRAND equity , *MARKET penetration , *INDUSTRIAL management , *PRODUCT management - Abstract
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 validates this in two countries, Spain and the United Kingdom. With this aim, in addition to carrying out an individual analysis for each country, the measurement invariance is assessed following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is characterised by some variations in its composition in the countries analysed. [ABSTRACT FROM AUTHOR]
- Published
- 2010
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