TY - JOUR
T1 - Development of brand equity
T2 - Evaluation of four alternative models
AU - Ha, Hong Youl
AU - Janda, Swinder
AU - Muthaly, Siva
PY - 2010/6
Y1 - 2010/6
N2 - 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.
AB - 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.
KW - Banking
KW - Brand equity
KW - Customer satisfaction
KW - Discount stores
KW - Perceived quality
UR - http://www.scopus.com/inward/record.url?scp=77952003229&partnerID=8YFLogxK
U2 - 10.1080/02642060802320253
DO - 10.1080/02642060802320253
M3 - Article
AN - SCOPUS:77952003229
SN - 0264-2069
VL - 30
SP - 911
EP - 928
JO - Service Industries Journal
JF - Service Industries Journal
IS - 6
ER -