International Journal of Scientific and Research Publications

IJSRP, Volume 8, Issue 4, April 2018 Edition [ISSN 2250-3153]


A Study of Brand Equity and Marketing Mix Constructs Scale Invariance in UAE
      Mohammad Shariq
Abstract: 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.

Reference this Research Paper (copy & paste below code):

Mohammad Shariq (2018); A Study of Brand Equity and Marketing Mix Constructs Scale Invariance in UAE; Int J Sci Res Publ 8(4) (ISSN: 2250-3153). http://www.ijsrp.org/research-paper-0418.php?rp=P767335
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