Download This PaperDeterminants of Brand Equity in Business-to-Consumer Services
4 Pages Posted: 28 Oct 2012
Date Written: October 26, 2012
Abstract
Brand equity and its determinants have attracted research attention in marketing mostly in the context of physical goods. This research extends this line of inquiry to the service sector. A comprehensive research framework with five main and several secondary hypotheses is tested using structural equation modeling approach. Servicescape, service personnel, and advertising/communications spending are found to positively impact service brand equity.
Keywords: services, brand equity
Suggested Citation: Suggested Citation
Mukherjee, Avinandan and Shamdasani, Prem and Limbu, Yam, Determinants of Brand Equity in Business-to-Consumer Services (October 26, 2012). Available at SSRN: https://ssrn.com/abstract=2167532 or http://dx.doi.org/10.2139/ssrn.2167532
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