Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1027077 | Australasian Marketing Journal (AMJ) | 2012 | 6 Pages |
Abstract
This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method (Finn and Louviere, 1992 and Marley and Louviere, 2005) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile services sectors. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management.
Related Topics
Social Sciences and Humanities
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Marketing
Authors
Con Menictas, Paul Z. Wang, Jordan J. Louviere,