The Effects of Marketing Mix Elements on Service Brand Equity

Rajh, Edo; Došen, Đurđana Ozretić

doi:10.1080/1331677x.2009.11517392

Cited by 31 publications

(36 citation statements)

References 35 publications

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“…The two-way communication capability cements the customer-firm relationships (Lancioni, Smith, & Oliva, 2000). With these characteristics, the Internet and the digital channels provide many new opportunities for the marketer to vary each of the four strategic elements of the marketing mix: Product, Promotion, Price and Place (Chaffey et al, 2009;Rajh & Dosen, 2010). This influence is especially recognised by many researchers in marketing communications as a topical variation of Promotion (Andersen, 2001;Chaffey et al, 2009).…”

Section: Summary Of Digital Features and Shifted Marketing Conceptsmentioning

confidence: 99%

Digital channels diminish SME barriers: the case of the UK

Stankovska

Josimovski

Edwards

2016

Economic Research-Ekonomska Istraživanja

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Section: Summary Of Digital Features and Shifted Marketing Conceptsmentioning

confidence: 99%

Digital channels diminish SME barriers: the case of the UK

Stankovska

Josimovski

Edwards

2016

Economic Research-Ekonomska Istraživanja

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“…This is not surprising, because frontline employees are the face of a service firm, play a crucial role in service delivery, can return aggrieved customers to a state of satisfaction through service recovery, and influence customers' perceptions of brand image (Činjarević et al, 2010;Ivankovič et al, 2010;Karatepe and Sokmen, 2006;Rajh and Došen, 2009). …”

Section: Introductionmentioning

confidence: 99%

Inking Perceived Ethical Climate to Performance Outcomes: The Mediating Role of Job Embeddedness

Karatepe¹

2013

Economic Research-Ekonomska Istraživanja

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A conceptual model examining job embeddedness as a mediator of the impact of perceived ethical climate on job performance and extra-role customer service is developed and tested. Data obtained from frontline hotel employee-supervisor dyads in Nigeria were used to assess these relationships via structural equation modeling. The results suggest that job embeddedness fully mediates the effect of perceived ethical climate on frontline employees' performance outcomes. Specifically, employees with favorable perceptions of the firm's ethical climate are embedded in their jobs. Such employees in turn display elevated levels of job performance and extra-role customer service behaviors. Implications of the results are discussed and their implications for future research are offered. ARTICLE INFO

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“…Brand equity has proven to be a primary source of competitive advantage and future earnings, implying that brand equity may be perceived as representing intellectual capital of the brand builder. The concept denoted «Brand equity» was introduced in the marketing literature in the 1980s (Rajh 2005), and «refers to the incremental utility or value added to a product by its brand name» (Yoo & Donthu 2001, p. 1). One of the earliest and most frequently cited definitions of brand equity stems from Aaker (1991).…”

Section: Brand Equitymentioning

confidence: 99%

Kapittel 17: Does country-of-origin image and ethnocentrism positively influencethe home market brand equity for the brand Dybvik?

Nervik¹,

Nesset²,

Helgesen³

et al. 2018

Det Regionale I Det Internasjonale

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SAMMENDRAG Studien analysere effekter av konsumenters oppfatninger av image til opprinnelsesland (COOI) og etnosentrisme på oppfattet verdi til klippfiskmerket Dybvik. En markedsundersøkelse med 333 respondenter er analysert v.h.a. PLS-SEM for å svare på følgende problemstilling: Påvirker oppfattet COOI og etnosentrisme klippfiskmerket Dybvik positivt på hjemmemarkedet? Begge variabler har positiv effekt på oppfattet merkeverdi, men i ulik grad i forhold til merkeverdiens underliggende dimensjoner.ABSTRACT The study analyses the effects of consumers' country-of-origin image perception (COOI) and ethnocentrism on brand equity for the bachalau brand Dybvik. A survey of 333 respondents is analysed by using PLS-SEM in order to answer the following research question: Does COOI and ethnocentrism positively influence the home market brand equity for the brand Dybvik? Both variables positively effects the perceived brand equity, but in different degree on the various underlying dimensions of the equity. KEYWORDS Brand building | Brand equity | Country-of-origin image (COOI) | Bachalau | Ethnocentrism KAPITTEL 17 DOES COUNTRY-OF-ORIGIN IMAGE AND ETHNOCENTRISM POSITIVELY INFLUENCE THE HOME MARKET BRAND EQUITY FOR THE BRAND DYBVIK? 311 REMARKSThe authors of this chapter have no conflicts of interest.

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The Effects of Marketing Mix Elements on Service Brand Equity

Cited by 31 publications

References 35 publications

Digital channels diminish SME barriers: the case of the UK

Digital channels diminish SME barriers: the case of the UK

Inking Perceived Ethical Climate to Performance Outcomes: The Mediating Role of Job Embeddedness

Kapittel 17: Does country-of-origin image and ethnocentrism positively influencethe home market brand equity for the brand Dybvik?

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