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.
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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|Item Type:||Conference Paper|
|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 01:43|
|Last Modified:||29 Feb 2012 13:44|
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