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.
|Name||American Marketing Association : conference proceedings|
|Conference||2008 American Marketing Association (AMA) Summer Educators' Conference|
|Period||1/08/08 → 1/08/08|
|Other||American Marketing Association|