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Building Strong Service Brands: The Hierarchical Relationship Between Brand Equity Dimensions

Year: 2011

Type: preprint

Abstract: This study examines the hierarchical relationship between the brand equity dimensions of brand awareness, brand image, perceived quality, brand association and brand loyalty in service context. Analysis of data collected from actual consumers of mobile telecommunications showed significant direct and indirect impact of brand equity dimensions on overall brand equity. The results showed that perceived quality is an important aspect of building strong service brands. The implications of the study results and future research directions are also presented.

Source: SSRN Electronic Journal

Author: M.S. Balaji

Institutions: ICFAI Business School, Institute of Chartered Financial Analysts of India

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2260249277

Cites: 55

Cited by: 31

Related to: 10