Table of contents
Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling
Khaled Hamad Almaiman, Lawrence Ang, Hume WinzarThe purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
2622
The shortcomings of equal weights estimation and the composite equivalence index in PLS-SEM
Joseph F. Hair, Pratyush N. Sharma, Marko Sarstedt, Christian M. Ringle, Benjamin D. LiengaardThe purpose of this paper is to assess the appropriateness of equal weights estimation (sumscores) and the application of the composite equivalence index (CEI) vis-à-vis…
2758
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall