DETERMINANTS OF BRAND EQUITY OF SERVICES: A Verification Approach in the Banking Industry in Malaysia

DETERMINANTS OF BRAND EQUITY OF SERVICES: A Verification Approach in the Banking Industry in Malaysia

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 sali...

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Bibliographic Details
Main Authors: Norjaya Mohd. Yasin, Norzalita Abd. Aziz
Format: Article
Language:English
Published: Universitas Indonesia 2010-12-01
Series:Asean Marketing Journal
Subjects:
brand equity of services
consumers’ perception of a banking service
brand salience
brand performance
brand imagery
brand judgment
brand feelings and brand resonance
Online Access:http://journal.ui.ac.id/index.php/amj/article/view/1998

Internet

http://journal.ui.ac.id/index.php/amj/article/view/1998

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