An Examination of the Relationship between Services Marketing Mix and Brand Equity Dimensions

Aghaei, Mohammad; Vahedi, Elham; Safari, Mohammad; Pirooz, Mahdi

doi:10.1016/j.sbspro.2013.12.555

Cited by 37 publications

(30 citation statements)

References 10 publications

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“…In a lot of studies, it was identified that advertisement is an influential device (Mackenzie et al, 1986;Tsai et al, 2007;Aghaei et al, 2014). By above discussion, the first hypothesis of this study is formulated as follow:…”

Section: Brand Awarenessmentioning

confidence: 91%

“…The respondents were chosen randomly from people who had come for shopping. It should be mentioned that the questionnaire were developed based on the research of Aaker (1991) and Aghaei et al (2014). To analyze gathered data, Pearson Correlation test, and regression analysis were carried out by SPSS 22.…”

Section: Methodsmentioning

confidence: 99%

“…On the other hand, importing of Chinese products and also well-known western brands resulted in changes in customer's purchase behavior. Brand equity is one of the influential factors on purchase behavior (Aghaei, 2014;Kladou, S., & Kehagias, 2013;Aaker, 1991). According to literature review, brand equity constitutes of perceived quality, brand loyalty, brand awareness and brand association.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Impact of brand equity on customer purchasing behavior: A study of clothing industry of Iran

Sadeghi¹,

Abbasi²,

Tabatabaei³

2017

IJSEA

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Abstract:This study as a quantitative research attempts to postulate that brand equity has high potential to improve customer purchasing behavior in clothing industry of Iran. By literature review, brand equity has four components including, brand association, brand loyalty, perceived quality, and brand awareness. 400 data was gathered and analyzed. The results showed that the highest impact refers to perceived quality while the lowest impact refers to brand awareness.

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Section: Brand Awarenessmentioning

confidence: 91%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Impact of brand equity on customer purchasing behavior: A study of clothing industry of Iran

Sadeghi¹,

Abbasi²,

Tabatabaei³

2017

IJSEA

View full text Add to dashboard Cite

show abstract

“…Perusahaan meyakini bahwa brand salah satu aset berharga yang mampu menyederhanakan proses pengambilan keputusan pelanggan, mendefinisikan harapan mereka, dan mengurangi risiko (Nasrabadi E.M, 2015). Perusahaan dapat memanfaatkan value dari sebuah brand sebagai metode untuk mencapai competitive advantage yang stabil (Aghaei, Vahedi, Kahreh, & Pirooz, 2014). Tujuan dari banyak perusahaan adalah untuk membangun brand yang kuat dan membuat pelanggan tertarik memilih sebuah brand dikenal sebagai brand equity (K, A-qader & Omar A.…”

Section: Pendahuluanunclassified

“…Penelitian mengenai brand equity telah dilakukan dalam industri supermarket (Allaway, Huddleston, Whipple, & Ellinger, 2011), luxury brand (Brogi et al, 2013), dan asuransi (Aghaei et al, 2014), salah satunya penelitian pada industri ecommerce (Kim & Peterson, 2017). Untuk kawasan Asia Pasifik dari tahun 2012 sampai 2017 pertumbuhan e-commerce Indonesia memilki pertumbuhan yang cukup tinggi yaitu berada diurutan kedua (Detik, 2015).…”

Section: Pendahuluanunclassified

Pengaruh Social Media Marketing terhadap Brand Equity (Survei terhadap Anggota Fanpage Facebook Elevania)

Herdina

Hurriyati²,

Widjadjanta³

2019

JBME

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The problem in this study is the low ranking of Elevania on the list of e-commerce companies in Indonesia due to the reduction in sales every year. The purpose of this study is to obtain empirical evidence about the effect of sub variabel social media marketing to brand equity. The type of research used is descriptive verification that is by drawing and exposure of the varibale-variables studied and then drawing conclusions. The object of research that is the dependent variable is the brand equity (Y) social media marketing (X) as independent variables. The population in this study were followers of Elevaia's Facebook fan page in Indonesia. Sampling in this study used a simple random sampling method using a purposive sampling technique for 2 -followers of Elevania's Facebook fan page. Test instrument is done by vadility test and reliability test and the analysis technique used is path analysis.

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Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

et al. 2020

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Banking plays a vital role in the financial life of an industry, and the significance of banks can be realized from the fact that they are measured as to be the life-blood of the modern economy. The Banking industry is considered as the mirror of any country. Banks are especially crucial for developing economies like Bangladesh, which has 57 listed banks. Due to increased competition, banks are trying to grab a new and growing market segment like the students' segment. So, there is a gap to explore student's purchase intention toward banking service as the intention is one of the critical predictors of behavior. Banks utilize service marketing strategies, a key concept of service marketing, to retain existing customers, and attract new ones. Therefore, this paper addressed the impact of a service marketing mix on the purchase intention of banking service among university students in Dhaka city, the capital of Bangladesh. The results should enable marketers to detect the most critical and significant drivers affecting the purchase intention of university students. All the elements of the service marketing mix except place, promotion, and physical evidence were significantly related to purchasing intention. It has implications for bank service marketers regarding the practical design of mix strategy of service marketing for student segments. K E Y W O R D SBangladesh, banking service, purchase intention, service marketing mix, university students

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An Examination of the Relationship between Services Marketing Mix and Brand Equity Dimensions

Cited by 37 publications

References 10 publications

Impact of brand equity on customer purchasing behavior: A study of clothing industry of Iran

Impact of brand equity on customer purchasing behavior: A study of clothing industry of Iran

Pengaruh Social Media Marketing terhadap Brand Equity (Survei terhadap Anggota Fanpage Facebook Elevania)

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

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