IDEAS home Printed from https://ideas.repec.org/a/mgt/youmng/v7y2012i1p003-016.html
   My bibliography  Save this article

An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India

Author

Listed:
  • Vikas Gautam

    (ICFAI University, India)

  • Mukund Kumar

    (ICFAI University, India)

Abstract

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The present study is based on customer-based brand equity called the Brand Resonance model suggested by Keller (2001), which comprises six brand equity constructs, such as: brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience. Exploratory factor analysis was performed to reduce the total number of items to a small number of underlying factors, and the results produced six factors, namely: brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience. These alpha coefficients of the reliability test were found to be ranging from 0.781 to 0.912 for all of the brand equity constructs individually, and for the entire scale the value of alpha was found to be 0.837. Correlation analysis was performed to find out relationships among various components of brand equity. From the findings of multiple regression analysis it is evident that brand performance emerged as the most important determinant of brand resonance, followed by brand feelings (0.427) and brand judgements (0.306).

Suggested Citation

  • Vikas Gautam & Mukund Kumar, 2012. "An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India," Management, University of Primorska, Faculty of Management Koper, vol. 7(1), pages 3-16.
    • Handle: RePEc:mgt:youmng:v:7:y:2012:i:1:p:003-016
    as

    Download full text from publisher

    File URL: http://www.fm-kp.si/zalozba/ISSN/1854-4231/7_003-016.pdf
    File Function: full text in English
    Download Restriction: no
    File URL: http://www.fm-kp.si/zalozba/ISSN/1854-4231/7_085-087.pdf
    File Function: abstract in Slovene
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jorge M. Oliveira-Castro & Gordon R. Foxall & Victoria K. James & Roberta H.B.F. Pohl & Moema B. Dias & Shing W. Chang, 2008. "Consumer-based brand equity and brand performance," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 445-461, May.
    2. Bello, David C. & Holbrook, Morris B., 1995. "Does an absence of brand equity generalize across product classes?," Journal of Business Research, Elsevier, vol. 34(2), pages 125-131, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    2. Pradeep Kumar Ponnamma Divakaran & Jie Xiong, 2022. "Eliciting brand association networks: A new method using online community data," Post-Print hal-03700393, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Foxall, Gordon R. & Yan, Ji & Oliveira-Castro, Jorge M. & Wells, Victoria K., 2013. "Brand-related and situational influences on demand elasticity," Journal of Business Research, Elsevier, vol. 66(1), pages 73-81.
    2. Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
    3. Lassoued, R. & Hobbs, J.E., 2015. "Consumer confidence in credence attributes: The role of brand trust," Food Policy, Elsevier, vol. 52(C), pages 99-107.
    4. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    5. Seongho Kang & Won‐Moo Hur, 2012. "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(5), pages 306-316, September.
    6. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    7. Holbrook, Morris B., 2018. "A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society," Australasian marketing journal, Elsevier, vol. 26(2), pages 70-78.
    8. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    9. Rafael Barreiros Porto & Jorge Mendes de Oliveira-Castro & Diogo Conque Seco-Ferreira, 2010. "What consumers say and do: planned and actual amounts bought in relation to brand benefits," The Service Industries Journal, Taylor & Francis Journals, vol. 31(15), pages 2559-2570, September.
    10. Yang, Deli & Sonmez, Mahmut (Maho) & Li, Qinghai & Duan, Yibing, 2015. "The power of triple contexts on customer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective," International Business Review, Elsevier, vol. 24(1), pages 11-22.
    11. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    12. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    13. Mohammad Aghaei, 2021. "Valuation of the Hamrah-e-Aval brand based on brand valuation models using Topsis multi-criteria decision-making model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(1), pages 42-53, February.
    14. Taylor Randall & Karl Ulrich & David Reibstein, 1998. "Brand Equity and Vertical Product Line Extent," Marketing Science, INFORMS, vol. 17(4), pages 356-379.
    15. Rafael Barreiros Porto & Nolah Schutte da Rocha Lima, 2015. "Nonlinear Impact of the Marketing Mix on Brand Sales Performance," Brazilian Business Review, Fucape Business School, vol. 12(5), pages 57-77, September.
    16. Adrian BRUNELLO, 2014. "Customer-Based Brand Equity – An Innovative Approach," THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, Gheorghe Zane Institute for Economic and Social Research ( from THE ROMANIAN ACADEMY, JASSY BRANCH), vol. 23(1), pages 73-81.
    17. Rafael Barreiros Porto & Talyta da Silva Soyer, 2018. "Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 606-623, November.
    18. Tahira Javed & Jun Yang & Waseem Gul Gilal & Naeem Gul Gilal, 2020. "The sustainability claims’ impact on the consumer’s green perception and behavioral intention: A case study of H&M," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(2), pages 1-1.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mgt:youmng:v:7:y:2012:i:1:p:003-016. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alen Jezovnik (email available below). General contact details of provider: https://edirc.repec.org/data/fmkupsi.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.