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Table Al. Measurement scale of constructs Table A2. Relationship quality

Table 4 Al. Measurement scale of constructs Table A2. Relationship quality

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Figure 1. Research framework Based on the review of literature and underpinning theories that are discussed above, the research framework for this study is developed as shown below:
Figure 1. Research framework Based on the review of literature and underpinning theories that are discussed above, the research framework for this study is developed as shown below:
Figure 2. Structural model Confirmatory factor analysis (CFA) was also conducted in order to confirm the factor loadings of each construc product innovation, service quality, relationship quality, and brand equity). Based on the results, it shows that he factor loadings for all items were acceptable, ranging from 0.75 to 0.96 (see Appendix A). This indicates that all constructs confirm/ satisfy construct validity. Because SEM is highly concerned with the model fit including all variables together, several indices were employed to assess the goodness of model fit. As shown in figure 2 he structural model yielded a significant chi-square (1522.730, p<0.05).To further ensure the goodness of mode’ fit, other fit indices were used (GFI = 0.850, AGFI = 0.827, TLI = 0.934, CFI = 0.940 and RMSEA = 0.058) Based on these findings, it can be concluded that the model reasonably fits the data (Hair et al., 2010).
Figure 2. Structural model Confirmatory factor analysis (CFA) was also conducted in order to confirm the factor loadings of each construc product innovation, service quality, relationship quality, and brand equity). Based on the results, it shows that he factor loadings for all items were acceptable, ranging from 0.75 to 0.96 (see Appendix A). This indicates that all constructs confirm/ satisfy construct validity. Because SEM is highly concerned with the model fit including all variables together, several indices were employed to assess the goodness of model fit. As shown in figure 2 he structural model yielded a significant chi-square (1522.730, p<0.05).To further ensure the goodness of mode’ fit, other fit indices were used (GFI = 0.850, AGFI = 0.827, TLI = 0.934, CFI = 0.940 and RMSEA = 0.058) Based on these findings, it can be concluded that the model reasonably fits the data (Hair et al., 2010).
Table 1. Research findings
Table 1. Research findings
Mediator: Relationship quality Table 2. Indirect effects of product innovation and service quality on brand equity
Mediator: Relationship quality Table 2. Indirect effects of product innovation and service quality on brand equity
Table A3. Brand equity
Table A3. Brand equity
Related topics:
BusinessMarketingBrand equityRelationship QualityEquity Law
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