A confirmatory factor analysis on brand equity in mobile handset market SEM approach

By:

SHAH, RINAL B

Material type:

Mixed materialsPublication details: 2013Description: 40-54Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: This study examine the practically and application of a customer based brand equity model in Indian mobile handset market. Hence the important attributes to make any moblie handset brand successful in Indian market will be disclosed. The study isbased on Aaker's conceptual framework of brand equity. Structural Equation Modeling (SEM) is used to investigate the casual relationships between the four brand equity dimensions and overall brand equity in the mobile handset market.

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Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		9/3	Available		P14781

This study examine the practically and application of a customer based brand equity model in Indian mobile handset market. Hence the important attributes to make any moblie handset brand successful in Indian market will be disclosed. The study isbased on Aaker's conceptual framework of brand equity. Structural Equation Modeling (SEM) is used to investigate the casual relationships between the four brand equity dimensions and overall brand equity in the mobile handset market.

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