Development of brand equity: evaluation of four alternative models

Hong-Youl Ha, Swinder Janda and Siva Muthaly

The Service Industries Journal, 2008, vol. 30, issue 6, 911-928

Abstract: This study examines the development of brand equity by evaluating the influences of brand associations, perceived quality, satisfaction, and brand loyalty. Based on insights from prior research, four models are proposed, which focus on alternative relationships among these four factors. Sample data sets from the banking and discount store services are used to evaluate the relationships between and among these four factors. Results of the comparative data analyses reveal that the research model fits the data significantly better than the other three models. In particular, the contention that the effects of perceived quality impact brand equity indirectly through satisfaction is supported. The findings indicate that the primary contribution of the current study lies in the inclusion of satisfaction as an antecedent to brand equity and in the attempts to adequately model its relationships with the more traditional brand equity antecedents of perceived quality, brand loyalty, and brand associations. These results, and their implications, along with avenues for further research are also elaborated in this research.

Date: 2008
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/02642060802320253 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:30:y:2008:i:6:p:911-928

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642060802320253

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().