The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al. ’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and...

Establishing the validity and measurement equivalence of core marketing concepts in the emerging market economies of Africa is a key step in assessing the transferability of modern marketing theory and managerial practice to these countries. However, measurement equivalence issues are rarely...