How Brand Equity Changes Service Marketing: The Case of Indonesian Service Industry (original) (raw)
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Brand equity is important due to the competitive advantages conferred by strong and successful brands. For service firms, brand equity can contribute largely to visualizing intangible service products. Since there is a lack of research, this study attempts to propose an integrated model of brand equity in service markets. For brand equity in service markets, the antecedents are considered to be brand attitude and brand image, and the consequences are considered to be brand preference and purchase intentions. This study concentrates on service brands and selects eighteen firms from three service categories. Through empirically testing, the relationships between brand attitude, brand image, brand equity as well as brand preference and purchase intentions are confirmed; in addition, the impact of brand attitude on brand equity is found to be larger than the impact of brand image.
Service Brand Equity: Cross-sectional analysis of four service schemes in Malaysia
It has been noted in the literature that service brand equity is considered to be one of the most discussed in the service industry. One of the emerging concepts of service brand equity is introduced by Berry (2000), which is based on the cultivation of brand awareness and brand meaning. However, there is limited interest in investigating the variances applicability of service brand equity across the diverse service category. By examining this, it will provide service marketers with useful managerial insights in order to establish greater brand managerial sophistication in marketing the services. Therefore, this paper investigates the significance of Berry's (2000) service brand equity concept on the different services available. The study is based on the recommendations of previous studies; the scale was constructed to measure service brand equity using a sample of 1542 respondents to test across four (4) service category in Malaysia namely the health service, retail, hotel and banking. The finding shows that service brand equity concept has significant application in all four (4) service categories. However, different service category posited different treatment of service brand equity. Thus, this may help brand managers to prioritize and allocate which brand equity components is suitable for their service. The principal contribution of the study is that it provides important insights into the application of brand equity in the service context.