Testing alternative models of brand equity : a confirmatory study.
Chin, Wen Wei.
Leng, Shu Wei.
Date of Issue2005
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University