Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia
The objective of this study is to develop and propose a valid and reliable instrument to measure brand equity of CSR driven organizations in Malaysia. An instrument to measure brand equity was constructed with adaptations from two key sources, namely Yew Leh and Lee (2011) and Yoo and Donthu (2001)....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2017-06-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/mmcks-2017-0015 |