IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v20y2016i1p9-23.html
   My bibliography  Save this article

Marketing Mix Influence on Service Brand Equity and Its Dimensions

Author

Listed:
  • Somnath Mukherjee
  • Shradha Shivani

Abstract

Service sector is growing across the globe including India. Despite the growing importance of the sector and services marketing, there is a paucity of literature in the area in general and branding literature in particular. This study is carried out in the retail banking sector with loans as the product category. Retail banking sector is increasingly seen as an attractive market segment with opportunities for growth and profits. We have reviewed the service branding literature and it is observed that most of the available brand equity models are for goods. Based on the research gap, a service branding model has been proposed and empirically validated. The model represents service marketing mix influence on certain selected dimensions of brand equity, namely, brand image(s) and perceived service quality and thereby on brand equity. Structural equation modelling is used to test the hierarchical relationship. The study has established significant relationships among the marketing mix elements and brand equity dimensions. It contributes significantly to the literature on service branding and provides valuable insights to practicing managers.

Suggested Citation

  • Somnath Mukherjee & Shradha Shivani, 2016. "Marketing Mix Influence on Service Brand Equity and Its Dimensions," Vision, , vol. 20(1), pages 9-23, March.
    • Handle: RePEc:sae:vision:v:20:y:2016:i:1:p:9-23
    DOI: 10.1177/0972262916628936
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262916628936
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262916628936?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Babakus, Emin & Boller, Gregory W., 1992. "An empirical assessment of the SERVQUAL scale," Journal of Business Research, Elsevier, vol. 24(3), pages 253-268, May.
    3. Claessens, Stijn & Demirguc-Kunt, Asl[iota] & Huizinga, Harry, 2001. "How does foreign entry affect domestic banking markets?," Journal of Banking & Finance, Elsevier, vol. 25(5), pages 891-911, May.
    4. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    5. Onkvisit, Sak & Shaw, John J., 1989. "Service marketing: Image, branding, and competition," Business Horizons, Elsevier, vol. 32(1), pages 13-18.
    6. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    7. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    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. Sheng-Wen Liu & Ying-Chieh Yang & Ralph Norcio, 2017. "Explore the Buffering Effects of Perceived Hidden Inflation on Survival of Mobile Phone Service Providers in Taiwan," Sustainability, MDPI, vol. 9(4), pages 1-12, April.

    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. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    2. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    3. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    4. Bienstock, Carol C. & Royne, Marla B. & Sherrell, Dan & Stafford, Thomas F., 2008. "An expanded model of logistics service quality: Incorporating logistics information technology," International Journal of Production Economics, Elsevier, vol. 113(1), pages 205-222, May.
    5. Shahbaz, Muhammad & Hoang, Thi Hong Van & Mahalik, Mantu Kumar & Roubaud, David, 2017. "Energy consumption, financial development and economic growth in India: New evidence from a nonlinear and asymmetric analysis," Energy Economics, Elsevier, vol. 63(C), pages 199-212.
    6. Mark Carlson & Kris James Mitchener, 2009. "Branch Banking as a Device for Discipline: Competition and Bank Survivorship during the Great Depression," Journal of Political Economy, University of Chicago Press, vol. 117(2), pages 165-210, April.
    7. Manthos D. Delis & Sotirios Kokas & Steven Ongena, 2016. "Foreign Ownership and Market Power in Banking: Evidence from a World Sample," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 48(2-3), pages 449-483, March.
    8. Ulas Akkucuk & Javed Esmaeili, 2016. "The Impact of Brands on Consumer Buying Behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 5(4), pages 01-16, July.
    9. Nicola Cetorelli & Michele Gambera, 2001. "Banking Market Structure, Financial Dependence and Growth: International Evidence from Industry Data," Journal of Finance, American Finance Association, vol. 56(2), pages 617-648, April.
    10. Barros, Carlos Pestana & Williams, Jonathan, 2013. "The random parameters stochastic frontier cost function and the effectiveness of public policy: Evidence from bank restructuring in Mexico," International Review of Financial Analysis, Elsevier, vol. 30(C), pages 98-108.
    11. Hu, Xiaolu & Shi, Jing & Wang, Lafang & Yu, Jing, 2020. "Foreign ownership in Chinese credit ratings industry: Information revelation or certification?," Journal of Banking & Finance, Elsevier, vol. 118(C).
    12. Apanard P. Prabha & Clas Wihlborg & Thomas D. Willett, 2012. "Market Discipline for Financial Institutions and Markets for Information," Chapters, in: James R. Barth & Chen Lin & Clas Wihlborg (ed.), Research Handbook on International Banking and Governance, chapter 13, Edward Elgar Publishing.
    13. Christopher F Baum & Mustafa Caglayan & Bing Xu, 2017. "The Impact of Uncertainty on Financial Institutions," Boston College Working Papers in Economics 939, Boston College Department of Economics, revised 20 Sep 2018.
    14. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    15. Alberto Franco Pozzolo, 2009. "Bank Cross-Border Mergers and Acquisitions: Causes, Consequences, and Recent Trends," Springer Books, in: Alberto Zazzaro & Michele Fratianni & Pietro Alessandrini (ed.), The Changing Geography of Banking and Finance, edition 1, chapter 0, pages 155-183, Springer.
    16. Ramon Moreno & Agustin Villar, 2005. "The increased role of foreign bank entry in emerging markets," BIS Papers chapters, in: Bank for International Settlements (ed.), Globalisation and monetary policy in emerging markets, volume 23, pages 9-16, Bank for International Settlements.
    17. Graciela L. Kaminsky, 2008. "Crises and Sudden Stops: Evidence from International Bond and Syndicated-Loan Markets," Monetary and Economic Studies, Institute for Monetary and Economic Studies, Bank of Japan, vol. 26, pages 107-130, December.
    18. Athanassopoulos, Antreas D., 2000. "Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior," Journal of Business Research, Elsevier, vol. 47(3), pages 191-207, March.
    19. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    20. Chen, Shih-Chih & Hung, Chung-Wen, 2016. "Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 155-163.

    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:sae:vision:v:20:y:2016:i:1:p:9-23. 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: SAGE Publications (email available below). General contact details of provider: .

    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.