ANÁLISIS DE DOS MODELOS DE ECUACIONES ESTRUCTURALES ALTERNATIVOS PARA MEDIR LA INTENCION DE COMPRA
Keywords:Structural equation modeling, purchase intention, brand equity
Structural equation modeling (SEM) is a useful statistical technique that establishes measurement models and structural models. This
research empirically compares two alternative structural equation models testing the purchase intention for manufacturer brands,
shedding light on interesting implications. Results reveal that the proposed model which incorporates latent variables as mediators
shows more statistically significant relationships than the model without mediator variables. The findings support some empirical
limitations since the two models were compared into a specific sector.
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