Buil, Isabel; Martínez, Eva; Chernatony, Leslie de - In: Cuadernos de Gestión 10 (2010) 03, pp. 167-196
Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible … asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this … following the recent procedure suggested by Diamantopoulos and Papadopoulos (2010). Results show that brand equity construct is …