Testing alternative models of brand equity : a confirmatory study.
This paper serves to evaluate which of the two models, those of Na, Marshall & Keller (1999) and Dhar & Wertenbroch (2000), is superior in measuring the brand construct. A two-pronged approach, quantitative and qualitative analysis, is employed to present an encompassing comparison of the tw...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/9719 |
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| Institution: | Nanyang Technological University |
| Summary: | This paper serves to evaluate which of the two models, those of Na, Marshall & Keller (1999) and Dhar & Wertenbroch (2000), is superior in measuring the brand construct. A two-pronged approach, quantitative and qualitative analysis, is employed to present an encompassing comparison of the two models. |
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