Artikel
How brand personality, brand identification and service quality influence service brand equity
During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 1 ; Year: 2014 ; Abingdon: Taylor & Francis
- Klassifikation
-
Management
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Loureiro, Sandra Maria Correia
Lopes, Rui
Kaufmann, Hans Ruediger
Wright, Len Tiu
- Ereignis
-
Veröffentlichung
- (wer)
-
Taylor & Francis
- (wo)
-
Abingdon
- (wann)
-
2014
- DOI
-
doi:10.1080/23311975.2014.981329
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:43 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Loureiro, Sandra Maria Correia
- Lopes, Rui
- Kaufmann, Hans Ruediger
- Wright, Len Tiu
- Taylor & Francis
Entstanden
- 2014
Ähnliche Objekte (12)
Understanding effective factors affecting brand equity
Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam
The role of social brand engagement on brand equity and purchase intention for fashion brands
The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Brand portfolio strategy and brand architecture: A comparative study
The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands
Consumer brand engagement in social networking sites and its effect on brand loyalty
Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
Enhancing store brand equity through relationship quality in the retailing industry: evidence from Vietnam
Lesbians as an invisible minority in the health services arena
The diary of Doreen Bates: single parenthood and the Civil Service
Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?
Understanding effective factors affecting brand equity
Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam
The role of social brand engagement on brand equity and purchase intention for fashion brands
The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Brand portfolio strategy and brand architecture: A comparative study
The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands
Consumer brand engagement in social networking sites and its effect on brand loyalty
Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
Enhancing store brand equity through relationship quality in the retailing industry: evidence from Vietnam
Lesbians as an invisible minority in the health services arena
The diary of Doreen Bates: single parenthood and the Civil Service
Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?
Understanding effective factors affecting brand equity
Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam
The role of social brand engagement on brand equity and purchase intention for fashion brands
The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Brand portfolio strategy and brand architecture: A comparative study
The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands
Consumer brand engagement in social networking sites and its effect on brand loyalty
Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
Enhancing store brand equity through relationship quality in the retailing industry: evidence from Vietnam
Lesbians as an invisible minority in the health services arena
The diary of Doreen Bates: single parenthood and the Civil Service