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 study proposes a second-order formative model and...

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de...

The broader goal of this paper is to provide social researchers with some analytical guidelines when investigating structural equation models (SEM) with predominantly a formative specification. This research is the first to investigate the robustness and precision of parameter estimates of a...

Ongoing globalization and the opening up of national markets have caused companies worldwide to continuously expand their international operations. However, the nature and direction of the link between increasing degrees of corporate internationalization and corporate performance still remains...