Testing alternative models of brand equity : a confirmatory study.

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: Chin, Wen Wei., Leng, Shu Wei., Tan, Liping.
Other Authors: Marshall, Roger
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Marketing
Online Access:http://hdl.handle.net/10356/9719
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-9719
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spelling sg-ntu-dr.10356-97192023-05-19T03:30:05Z Testing alternative models of brand equity : a confirmatory study. Chin, Wen Wei. Leng, Shu Wei. Tan, Liping. Marshall, Roger Nanyang Business School DRNTU::Business::Marketing 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. 2008-09-24T07:35:24Z 2008-09-24T07:35:24Z 2005 2005 Final Year Project (FYP) http://hdl.handle.net/10356/9719 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
topic DRNTU::Business::Marketing
spellingShingle DRNTU::Business::Marketing
Chin, Wen Wei.
Leng, Shu Wei.
Tan, Liping.
Testing alternative models of brand equity : a confirmatory study.
description 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.
author2 Marshall, Roger
author_facet Marshall, Roger
Chin, Wen Wei.
Leng, Shu Wei.
Tan, Liping.
format Final Year Project
author Chin, Wen Wei.
Leng, Shu Wei.
Tan, Liping.
author_sort Chin, Wen Wei.
title Testing alternative models of brand equity : a confirmatory study.
title_short Testing alternative models of brand equity : a confirmatory study.
title_full Testing alternative models of brand equity : a confirmatory study.
title_fullStr Testing alternative models of brand equity : a confirmatory study.
title_full_unstemmed Testing alternative models of brand equity : a confirmatory study.
title_sort testing alternative models of brand equity : a confirmatory study.
publishDate 2008
url http://hdl.handle.net/10356/9719
_version_ 1770565468179922944

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