The purpose of this research is to test measurement invariance, of previously developed scales, to evaluate brand equity and marketing mix constructs in the United Arab Emirates (UAE) consumer market. A total of 10 constructs are considered for the study. Five of which are brand equity constructs of Brand Awareness, Brand Loyalty, Perceived Quality and Brand Associations with Overall Brand Equity (OBE) and five marketing mix elements – Price, Distribution Intensity, Advertising, Price Promotions and Non-price promotions.
Mohammad Shariq (2018); A Study of Brand Equity and Marketing Mix Constructs Scale Invariance in UAE; International Journal of Scientific and Research Publications (IJSRP)
8(4) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.8.4.2018.p7639