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.
- Language
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Englisch
- Bibliographic citation
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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
- Classification
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Wirtschaft
Marketing
- Subject
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brand credibility
brand commitment
loyality intentions
brand equity
structural equations modelling (SEM)
sequential chi-square difference tests (SCDT)
- Event
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Geistige Schöpfung
- (who)
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Mathew, Veeva
Thomas, Sam
Injodey, Joseph I
- Event
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Veröffentlichung
- (who)
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University of Tuzla, Faculty of Economics
- (where)
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Tuzla
- (when)
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2012
- Handle
- Last update
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10.03.2025, 11:42 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Mathew, Veeva
- Thomas, Sam
- Injodey, Joseph I
- University of Tuzla, Faculty of Economics
Time of origin
- 2012
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