The Contribution of Brand Meaning to Brand Equity of Services : an information processing persective

Lai Cheung LEUNG

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)

Abstract

The present research attempts to investigate how brand equity could be achieved for services from an information processing perspective. A conceptual framework together with testable hypotheses were developed to examine the influences of brand awareness and brand meaning, the two major sources of brand equity cited in the literature, on brand equity of services. The findings suggest that only brand meaning has a significant impact on brand performance evaluation and brand equity for both standardized and customized services. Marketing implications are discussed at the end of this paper.
Original languageEnglish
Title of host publication2008 AMA Educators’ Proceedings: Enhancing Knowledge Development in Marketing
EditorsJames R. BROWN, Rajiv P. DANT
Pages1-11
Publication statusPublished - 2008
Event2008 American Marketing Association (AMA) Summer Educators' Conference: Unleashing the Power of Marketing to Transform Consumers, Organizations, Markets, and Society - United States, San Diego, United States
Duration: 1 Aug 20081 Aug 2008

Publication series

NameAmerican Marketing Association : conference proceedings
Volume19
ISSN (Print)0888-1839

Conference

Conference2008 American Marketing Association (AMA) Summer Educators' Conference
CountryUnited States
CitySan Diego
Period1/08/081/08/08
OtherAmerican Marketing Association

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    LEUNG, L. C. (2008). The Contribution of Brand Meaning to Brand Equity of Services : an information processing persective. In J. R. BROWN, & R. P. DANT (Eds.), 2008 AMA Educators’ Proceedings: Enhancing Knowledge Development in Marketing (pp. 1-11). (American Marketing Association : conference proceedings; Vol. 19).