Analyzing the Brand Equity and Resonance of Banking Services: Malaysian Consumer Perspective

Norjaya Mohd Yasin,Norzalita Abd Aziz

doi:10.5539/ijms.v2n2p180

Abstract

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of abanking service. The conceptual framework of this study is based on customer-based brand equity called theBrand Resonance model, which comprises six building blocks, namely, brand salience, brand performance,brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on allitems measuring the six constructs and the results produced only five factors i.e. brand salience, brandperformance, brand judgments, brand feelings and brand resonance as the determinants of brand equity ofservices. The reliability test on all these factors produced satisfactory reliability coefficients. Correlation analysiswas also conducted on the study variables and the results indicate that there are strong, positive and significantrelationships between brand performance and brand judgment, and between brand performance and brandfeelings. Strong, positive and significant relationships are also found between brand performance and brandresonance, between brand judgment and brand resonance as well as between brand feelings and brand resonance.The multiple regression results show that only Brand Feelings, Brand Judgments and Brand Performance 1 havea significant influence on Brand Resonance.

Highlights

Background of studyRecent writings on brand equity indicate that brand equity is the current marketing focus of many leading companies today
Exploratory factor analyses were conducted on the various constructs, namely, brand salience (5 items), brand performance (14 items) brand imagery (4 items), brand judgment (19 items), brand feelings (5 items) and brand resonance (17 items)
From the results of factor analyses on the constructs of brand equity, as proposed in the Brand Resonance Model by Keller (2001), it is evident that only five factors are relevant in building brand equity of services, the banking service

Summary

Introduction

Background of studyRecent writings on brand equity indicate that brand equity is the current marketing focus of many leading companies today. It is important to businesses that offer tangible products and to service organizations. There are fundamental differences between goods and services, which may have implications for brand equity. Brand equity has emerged as one of the crucial issues to be discussed and understood in marketing (Keller, 1993, Aaker, 1996, Dyson et al, 1996, Kim and Kim, 2005). It has been discussed in a number of different ways and for various purposes (Keller, 2003; Atilgan et al’, 2005)

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