Development of brand equity: Evaluation of four alternative models

Hong Youl Ha, Swinder Janda, Siva Muthaly

Research output: Contribution to journalArticlepeer-review

62 Scopus citations

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.

Original languageEnglish
Pages (from-to)911-928
Number of pages18
JournalService Industries Journal
Volume30
Issue number6
DOIs
StatePublished - Jun 2010

Keywords

  • Banking
  • Brand equity
  • Customer satisfaction
  • Discount stores
  • Perceived quality

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