Empiric model validation and hypothesis testing
The conceptual framework elaborated in section D establishes the basis of the empiric analysis. The constructed hypotheses are now tested by applying the specified model for UGB determinants and notably UGB effectiveness to an empiric data set. First, the research design and statistics are introduced which shall be applied for hypothesis testing. Then the measurement models are validated. Based on that, descriptive and inferential analyses are conducted, resulting in the concluding verification of the constructed hypotheses.
KeywordsPartial Little Square Path Coefficient Brand Commitment Standardize Path Coefficient Brand Communication
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