A contingency hierarchical generalized linear model for brand associations

Past research suggests that brand quality and brand prestige are determinants of global brand equity (GBE). This research addresses two fundamental questions. First, what is the impact of quality (a major tangible brand association) versus prestige (a major intangible brand association) on GBE? Second, is the strength of the relationship between GBE and either quality or prestige contingent on consumer characteristics, namely age and income? The...