Measure brand equity with structural equations modelling
Michael Lieberman
Brand equity is one of the more popular concepts in marketing today. It is loosely defined as: 'The added value that a brand brings to a product or service beyond the functional benefits provided. Major asset categories are: brand name awareness; brand equity; perceived quality; and brand associations.' In fact, there are several definitions of brand equity, all of which stem from the concept of 'brand'.
Understanding brand equity is a process by which the researcher identifies how overall satisfaction with a company's products and services, and loyalty to the brand...