Abstract
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.
Highlights
Brand equity has been a frequent research topic in marketing with seminal works of Farquhar (1989), Keller (1993) and Aaker (1991)
This study contributes to the body of literature on consumer-based brand equity in two ways
A conceptual model was proposed where perceived service quality, brand personality, brand loyalty, brand identification, trust, brand associations and brand awareness are suggested as antecedents of brand equity
Summary
Brand equity has been a frequent research topic in marketing with seminal works of Farquhar (1989), Keller (1993) and Aaker (1991). The concept of brand equity is often related to the Farquhar’s approach (1989), which defines it as added value for the company, for the delivery, or for the consumer. De Chernatony (2003) defines it as a process, both internal and external to the organization, of offering a value proposal represented by the brand. These definitions have the idea in common that brand equity adds value to the good or service
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