Brand Equity Model and Marketing Stimuli

Abstract

The intangibility of services differentiates product brands from its

characteristics. Building brand equity in the context of services, is

therefore crucial to the conduct of a firm marketing strategies and plays an

important role in increasing consumers perceptions. This study attempts

to address relationships between brand equity and marketing stimuli. In

particular, the study aims to draw theoretical and managerial implications

from comparisons between bank services and discount malls. The empirical

tests use a structural equation model (bank vs. discount mall) to support

the research hypotheses. The findings show that marketing stimuli have

a different influence on brand equity between the two different categories.

Results from comparison between two different settings indicate that

satisfaction plays a critical role as a mediator between antecedents of brand

equity and outcomes. As a result, the model increases understanding

of brand equity processes and extends existing knowledge of academic

scholars in different service categories. This article discusses future

research directions and managerial implications.