Brand Strength pp 180-210 | Cite as

Empirical findings

Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)


In the following, appropriate statistical analyses will be applied to test the relationships between the constructs of the empirical model of brand strength formation. In order to provide a structured recapitulation of the constructs and their proposed relations, the essence of the empirical model described earlier in chapter 7.3. is shown below:
The arrows (paths) in the model represent the hypotheses to be examined subsequently. Thereby all (8) relations will be addressed separately. In addition to singular testing of relations between two specific constructs of interest, an attempt is made to completely test the above causal model using path-analysis.


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© Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004

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