TY - JOUR
T1 - How brand personality, brand identification and service quality influence service brand equity
AU - Loureiro, Sandra Maria Correia
AU - Lopes, Rui
AU - Kaufmann, Hans Ruediger
N1 - Funding Information:
Sandra Maria Correia Loureiro is professor at the University Institute of Lisbon (ISCTE-IUL) and a researcher in the UNIDE and SOCIUS research centre. Her current research interests include consumer–brand relationship, online environment and purchase and tourism experience. Her papers were published in a variety of peer-reviewed journals, such as International journal of Hospitality Management, Journal of Travel & Tourism Marketing, Journal of Service Management or Journal of Brand Management and at well reputed international conferences, such as EMAC, ANZMAC, GAMMA-GMC and World Marketing Congress. She has acted as a reviewer for several international journals and conferences. She has participated in several research projects funded by the EU and FCT (Foundation for Science and Technology). She also won the Best Paper Premier Award 2012 of the Global Marketing Conference (comprises EMAC, ANZMAC, KSMS and Japan association of marketing). Recently, she won the Highly Commended paper award at 7th EuroMed conference.
Publisher Copyright:
© 2014 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 3.0 license.
Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2014/12/31
Y1 - 2014/12/31
N2 - During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.
AB - During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.
KW - brand associations
KW - brand awareness
KW - brand equity
KW - brand identification
KW - brand loyalty
KW - brand personality
KW - perceived quality
KW - trust
UR - http://www.scopus.com/inward/record.url?scp=84962669878&partnerID=8YFLogxK
U2 - 10.1080/23311975.2014.981329
DO - 10.1080/23311975.2014.981329
M3 - Article
AN - SCOPUS:84962669878
SN - 2331-1975
VL - 1
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 981329
ER -