Modelling the Brand Equity Using Structural Equation Modelling

Modelling the Brand Equity is a must for any corporate. How much brand worth? Brands dijfer in their power and value market place. estimated of premium customers are willing to pay using branded product compared an unbranded product. intangible assets it difficult measure directly. Brands, however, do not necessarily last forever Hence important that they monitored over period time. Structural Equation methodology (SEM) provides method model equity cannot be directly measured. In SEM terminology these called latent variables. They measured variables, or indicator variable(s).The variables need reliable there will measurement error associated with each variable. One variable can drive other two types effects: Direct indirect. By multiple we while also taking into account unreliability This paper describes applying Airlines. It studies comparison models across segments identifies most variable(s) affecting equity. Primary data used analysis, collected among different dimensions covering demographic, satisfaction, commitment. Trust, Relation etc.