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Title: Testing alternative models of brand equity : a confirmatory study.
Authors: Chin, Wen Wei.
Leng, Shu Wei.
Tan, Liping.
Keywords: DRNTU::Business::Marketing
Issue Date: 2005
Abstract: This paper serves to evaluate which of the two models, those of Na, Marshall & Keller (1999) and Dhar & Wertenbroch (2000), is superior in measuring the brand construct. A two-pronged approach, quantitative and qualitative analysis, is employed to present an encompassing comparison of the two models.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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