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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.

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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.

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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

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