In this Chapter, I outline the chosen methodology for the testing the hypotheses, developed in Chapter 3. Furthermore, I explain the study context as well as the quasiexperimental research design, followed by general reliability and validity considerations. Finally, the applied method of structural equation modeling (SEM) is outlined.


Brand Equity Average Variance Extract Posttest Measurement Validity Threat Purchase Quantity 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012

Authors and Affiliations

  • Denise Steckstor

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