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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/26030

Title: Empirical Study of Brand Attributes Via Higher-Order Confirmatory Factor Analysis
Authors: Wen-Hung Wang;Hsu-Han Tang
Contributors: NTOU:Department of Shipping and Transportation Management
Date: 2009
Issue Date: 2011-10-20T08:33:31Z
Publisher: 2009 ACME/FBD Conference Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators (2009)
Abstract: Abstract:This study examined the model of brand attributes using Keller’s (1993) brand knowledge.Higher-order confirmatory factor analysis (HCFA) was utilized to confirm each dimension of brand attributes and examine measurement properties. A survey was conducted using a paperbased and online questionnaire. Levi jeans and Nokia cell phones are the two product categories. Reliability and factor analyses show that brand attributes can be differentiated based on intrinsic attributes and extrinsic attributes. Additionally, extrinsic attributes can be divided into the following four hierarchical measurement indexes: price, user imagery, usage imagery, and brand personality.
Relation: pp.198-217
URI: http://ntour.ntou.edu.tw/handle/987654321/26030
Appears in Collections:[航運管理學系] 演講及研討會

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