The effects of brand relationships on brand consideration and brand equity for services
Leung, Lai-Cheung & Bougoure, Ursula (2008) The effects of brand relationships on brand consideration and brand equity for services. In ANZMAC 2008, 1-3 December 2008, University of Western Sydney, Sydney.
![[img]](http://eprints.qut.edu.au/style/images/fileicons/application_pdf.png)
Abstract
Developing a consumer-brand relationship has been proposed in recent years to better understand consumer behaviour at the branding level. The present study links this recent development with a consumer's brand choice in a given service category. The consideration set is identified as a key concept in defining a consumer's brand choice. The effects of brand relationship on consideration set membership and size are examined in this study via a conceptual model with four hypotheses developed. The model and hypotheses were tested on a sample of survey data with reasonable empirical support gained. Marketing implications and future research directions are discussed at the end of this paper.
Citations:
Citation countsare sourced monthly from Scopus and Web of Science citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science generally from 1980 onwards.
Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads:
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
| ID Code: | 20937 |
|---|---|
| Item Type: | Conference Paper |
| Additional URLs: | |
| Keywords: | Branding, Services, Brand Relationships, Hong Kong |
| Subjects: | Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501) |
| Divisions: | Current > QUT Faculties and Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Copyright Owner: | Copyright 2008 [please consult the authors] |
| Deposited On: | 03 Jun 2009 11:43 |
| Last Modified: | 29 Feb 2012 23:44 |
Export: EndNote | Dublin Core | BibTeX
Repository Staff Only: item control page