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Determinants of Brand Equity of Services: A Verification Approach in the Banking Industry in Malaysia

ASEAN Marketing Journal

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Title Determinants of Brand Equity of Services: A Verification Approach in the Banking Industry in Malaysia
 
Creator Norjaya Mohd. Yasin; School of Business Management, Faculty of Economics and Business, Universiti Kebangsaan Malaysia
Norzalita Abd. Aziz; School of Business Management, Faculty of Economics and Business, Universiti Kebangsaan Malaysia
 
Description This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service.  The conceptual framework of this study is based on customer-based brand equity  called the Brand Resonance model which comprises of six building blocks namely brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all items measuring the  six constructs and the results produced only five factors i.e brand salience, brand performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of services.  Reliability test on all these factors produced satisfactory reliability coefficients.Correlation analysis was also conducted on the study variables and the results indicate that there are strong, positive and significant relationships between brand performance and brand judgment, and between brand performance and brand feelings.  Strong, positive and significant relationships are also found  between brand performance and brand resonance,  between brand judgment and brand resonance as well as  between brand feelings and brand resonance. Keywords: brand equity of services, consumers’ perception of a banking service, brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2013-10-17
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/1998
 
Source ASEAN Marketing Journal; Vol 2, No 2 (2010): December 2010
 
Language en