Brand equity for self-driving route along the Silk Road

Xing’an Xu, Lilei Wang, Zibin Song and Jiayun Song

The Service Industries Journal, 2021, vol. 41, issue 7-8, 462-488

Abstract: This study proposes a new model of brand equity for self-driving route along the Silk Road, in which brand-self congruity, brand awareness, and perceived quality mediate the relationship between brand experience value and brand loyalty. Data were collected in four cities in China via an online survey, and a total of 220 parent respondents with 5000 bootstraps were analyzed using the partial least squares structural equation modeling technique. The empirical findings indicate that 18 out of 20 hypotheses received empirical support in this study. This study makes a significant theoretical contribution to brand equity literature by introducing brand experience value and brand-self congruity into brand equity model. Furthermore, this study has a number of implications for self-driving route brand management practices.

Date: 2021
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DOI: 10.1080/02642069.2019.1569633

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

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