Testing alternative models of brand equity : a confirmatory study.

• 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
• Institution: Nanyang Technological University

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...