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Building Strong Service Brands: The Hierarchical Relationship Between Brand Equity Dimensions

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

Abstract

This study examines the hierarchical relationship between the brand equity dimensions of brand awareness, brand image, perceived quality, brand association and brand loyalty in service context. Analysis of data collected from actual consumers of mobile telecommunications showed significant direct and indirect impact of brand equity dimensions on overall brand equity. The results showed that perceived quality is an important aspect of building strong service brands. The implications of the study results and future research directions are also presented.

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1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1999Whence Consumer Loyalty?2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1991Managing Brand Equity

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