Testing the Erdem and Swait Brand Equity Framework Using Latent Class Structural Equation Modelling

Publisher:
Australian and New Zealand Marketing Academy
Publication Type:
Conference Proceeding
Citation:
Proceedings of Australian and New Zealand Marketing Academy 2007, 2007, pp. 1819 - 1825
Issue Date:
2007-01
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This paper tests the Erdem and Swait (1998) brand equity framework using latent class structural equation modelling. While there are a number of conceptual and measurement models of brand equity in the literature, we focus on the Erdem and Swait brand equity framework because it is based on formal theory in information economics. The Erdem and Swait framework was originally tested in a structural equation modelling framework without taking into account consumer preference heterogeneity. In this study, we extend the Erdem and Swait framework to incorporate preference heterogeneity via the use of latent class structural equation modelling. Data were collected from the financial services sector and results show two distinct segments of brand equity. The findings have implications for both academics and practitioners in brand management.
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