The impact of brand equity on brand preference and purchase intentions in the service industries

The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.

[1]  Xianggui Qu,et al.  Multivariate Data Analysis , 2007, Technometrics.

[2]  D. Aaker.  MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETS , 1996 .

[3]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[4]  R. Oliver.  Whence Consumer Loyalty? , 1999 .

[5]  Susan Segal-Horn,et al.  Using triangulation to assess and identify successful services brands , 2005 .

[6]  Naveen Donthu,et al.  Brand Equity, Brand Preference, and Purchase Intent , 1995 .

[7]  Geoffrey Randall.  Principles of Marketing , 1993 .

[8]  C. Dev,et al.  Managing Hotel Brand Equity , 2000 .

[9]  P. Bentler.  Some contributions to efficient statistics in structural models: Specification and estimation of moment structures , 1983 .

[10]  Rodney Carr,et al.  Customer repurchase intention: A general structural equation model , 2003 .

[11]  L. Berry.  Cultivating service brand equity , 2000 .

[12]  Hsin Hsin Chang,et al.  Development of performance measurement systems in quality management organisations , 2006 .

[13]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[14]  George Christodoulides,et al.  Developing a brand performance measure for financial services brands , 2004 .

[15]  Aron O'Cass,et al.  The Influence of Brand Associations on Brand Preference and Purchase Intention , 2002 .

[16]  L. M. Capella,et al.  The Effect of Brand Attitude and Brand Image on Brand Equity , 2001 .

[17]  Allard C. R. van Riel,et al.  Brand Equity and Shareholder Value , 2003 .

[18]  Alexander L. Biel.  How Brand Image Drives Brand Equity , 1992 .

[19]  Michael D. Hartline,et al.  Brand equity: is it more important in services? , 2001 .

[20]  S. Ball,et al.  An exploration of the meanings of hotel brand equity , 2006 .

[21]  W. Grassl.  Strategic Brand Management: Building, Measuring, and Managing Brand Equity. , 2000 .

[22]  K. Jöreskog.  A general approach to confirmatory maximum likelihood factor analysis , 1969 .

[23]  Susan Segal-Horn,et al.  Communicating Services Brands' Values Internally and Externally , 2006 .

[24]  Arjun Chaudhuri.  Brand equity or double jeopardy , 1995 .

[25]  Pamela E. Grimm.  Ab components' impact on brand preference , 2005 .

[26]  Sundar G. Bharadwaj,et al.  Sustainable competitive advantage in service industries: A conceptual model and research , 1993 .

[27]  Robert S. Kaplan,et al.  BSCと品質管理プログラム (バランス・スコアカードの実学) -- (応用機会を広げる BSCと戦略ツールの統合) , 2003 .

[28]  P. Tuominen.  Managing Brand Equity , 1999 .

[29]  V. Srinivasan,et al.  A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility , 1994 .

[30]  Richard E. Plank,et al.  Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale , 2002 .

[31]  Walfried M. Lassar,et al.  Measuring customer‐based brand equity , 1995 .

[32]  C. Myers.  Managing brand equity: a look at the impact of attributes , 2003 .

[33]  M. Browne,et al.  Alternative Ways of Assessing Model Fit , 1992 .

[34]  Jenni Romaniuk,et al.  Measuring brand perceptions: Testing quantity and quality , 2003 .

[35]  D. Campbell,et al.  Convergent and discriminant validation by the multitrait-multimethod matrix. , 1959, Psychological bulletin.

[36]  Susan Segal-Horn,et al.  Building a Services Brand: Stages, People and Orientations , 2003 .

[37]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[38]  Ida E. Berger,et al.  The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship , 1989 .

[39]  Roger Marshall,et al.  Measuring brand power: validating a model for optimizing brand equity , 1999 .

[40]  James F. Devlin,et al.  The Antecedents of Service Expectations , 2002 .

[41]  Deborah Helman,et al.  Exploring the Development of Lifestyle Retail Brands , 1999 .

[42]  Karl G. Jöreskog,et al.  Lisrel 8: User's Reference Guide , 1997 .

[43]  Naveen Donthu,et al.  An examination of selected marketing mix elements and brand equity , 2000 .