EXPLORING THE ANTECEDENTS OF BRAND EQUITY IN SERVICE INDUSTRY

被引：0
|
作者：
Loureiro, Sandra Maria Correia [1 ]
Filipe, Yesica [2 ]
Pires, Ana Regina [2 ]
机构：
[1] Inst Univ Lisboa ISCTE IUL, Business Res Unit BRU UNIDE, Lisbon, Portugal
[2] Univ Aveiro, Aveiro, Portugal
来源：
CONFRONTING CONTEMPORARY BUSINESS CHALLENGES THROUGH MANAGEMENT INNOVATION | 2013年
关键词：
brand equity; brand identification; perceived quality; trust; brand loyalty; brand awareness; brand associations; brand personality; MODEL; TRUST; PERSONALITY; PREFERENCE; QUALITY;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Previous researches are calling for more studies exploring the interaction effect of Aaker's (1991) brand equity dimensions and other variables on brand equity. Therefore, this study aims to contribute to the existing body of knowledge by examining the effect of seven variables on brand equity perceived by consumers. Findings reveal that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greater impact on brand equity. Based on our findings, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.
引用
收藏
页码：1434 / 1447
页数：14
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