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The conceptual model of research Source: Authors' own research

The conceptual model of research Source: Authors' own research

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Figure 1. Customer equity dimension (Lemon et al, 2001)
Figure 2. The conceptual model of research Source: Authors' own research
Reliability and validity of the questionnaire
Divergent Validity
+1 Model fitness indicators
BRAND COMMUNICATIONS AND CUSTOMER EQUITY: THE MEDIATING ROLE OF BRAND KNOWLEDGE AND WORD OF MOUTH ADS
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  • May 2021
Brand communication and customer equity are two important concepts in the field of online stores and businesses and considered as criteria for marketing success. The purpose of this study is to investigate the effect of brand communication on customer equity in online stores. In this research, the role of brand knowledge and word-of-mouth advertisi...
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... to the above, the research conceptual model is shown in Fig. 2. ...