Artikel
Direct and Indirect Effect of Brand Credibility, Brand Commitment and Loyalty Intentions on Brand Equity
Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to understand the interrelationships among key formative indicators of brand equity, using belief-attitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and loyalty intentions. Using Sequential Chi-square Difference Test in Structural Equations Modelling, the researchers identified the mediating role of brand commitment and loyalty intentions, in the formation of brand equity.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Economic Review: Journal of Economics and Business ; ISSN: 1512-8962 ; Volume: 10 ; Year: 2012 ; Issue: 2 ; Pages: 73-82 ; Tuzla: University of Tuzla, Faculty of Economics
- Klassifikation
-
Wirtschaft
Marketing
- Thema
-
brand credibility
brand commitment
loyality intentions
brand equity
structural equations modelling (SEM)
sequential chi-square difference tests (SCDT)
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Mathew, Veeva
Thomas, Sam
Injodey, Joseph I
- Ereignis
-
Veröffentlichung
- (wer)
-
University of Tuzla, Faculty of Economics
- (wo)
-
Tuzla
- (wann)
-
2012
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:42 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Mathew, Veeva
- Thomas, Sam
- Injodey, Joseph I
- University of Tuzla, Faculty of Economics
Entstanden
- 2012
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