Workdiamond2014

An Examination of the Relationship between Services Marketing Mix and Brand Equity Dimensions

Mohammad Aghaei · Elham Vahedi · Mahdi Pirooz

46 citations0/0 files storedProcedia - Social and Behavioral Sciences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

In today's competitive world, brands are tools for promoting adding values to products and also are one of the most valuable assets of an enterprise. Brand aid create value for customers and organizations, and illustrate reasons why of paying more for purchasing goods or services. This survey research with emphasis on Aaker and Joachimsthaler (2000), investigates the effects of services marketing mix (including: price, product, place, advertising, physical evidence, process and people) on four dimensions of brand equity dimensions (including: perceived quality, brand loyalty, brand awareness and brand association). The research method is based on descriptive and correlation. Also required data has been gathered via a probabilistic approach from chain stores in Tehran city by a valid questionnaire. Using appropriate statistical tests data has been analyzed and then test results has been presented for concluding remarks. Results of this research paper demonstrated the strong positive and meaningful relationship between brand equity dimensions and services marketing mix in chain stores.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 46 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Managing brand equity : capitalizing on the value of a brand name.2001Developing and validating a multidimensional consumer-based brand equity scale 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1978Basic Marketing: A Managerial Approach 1995Measuring customer‐based brand equity 1989MANAGING BRAND EQUITY 1964The Concept of the Marketing Mix

Cited by

2019Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective 2022Effect Of Customer Satisfaction, Marketing Mix, And Price In Astana Anyar Market Bandung 2020Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students 2015The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company 2021Marketing Mix, Brand Equity, and Purchase Decisions of Packaged Rice Products

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.