TY  - GEN
AU  - SHAH, RINAL B
TI  - A confirmatory factor analysis on brand equity in mobile handset market: SEM approach
PY  - 2013///
KW  - BRAND MANAGEMENT
N2  - 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
ER  -