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Development of brand equity: Evaluation of four alternative models

Ha, H, Janda, S and Muthaly, S 2010, 'Development of brand equity: Evaluation of four alternative models', The Service Industries Journal, vol. 30, no. 6, pp. 911-928.

Document type: Journal Article
Collection: Journal Articles

Title Development of brand equity: Evaluation of four alternative models
Author(s) Ha, H
Janda, S
Muthaly, S
Year 2010
Journal name The Service Industries Journal
Volume number 30
Issue number 6
Start page 911
End page 928
Total pages 18
Publisher Routledge
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.
Subject Marketing Communications
Keyword(s) Banking
Brand equity
Customer satisfaction
Discount stores
Perceived quality
Copyright notice © 2010 Taylor & Francis.
ISSN 0264-2069
 
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Citation counts: TR Web of Science Citation Count  Cited 7 times in TR Web of Science
Scopus Citation Count Cited 9 times in Scopus Article | Citations
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