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Constructing a relationship-based brand equity model

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  • Chao-Hung Wang
  • Li-Chang Hsu
  • Shyh-Rong Fang

Abstract

The purpose of this study is to develop and test a model in which several aspects of the service encounter including service staff, servicescape, customer similarity, and customer interaction are taken into account simultaneously as antecedents of relationship quality and generation of brand equity. Testing the hypotheses involved two service settings, banks and department stores. The findings demonstrate that serviced staff and customer interaction have significant direct effects on brand equity. Surprisingly, four variables of service encounter have significant indirect effects through relationship quality on brand equity. Based on these findings, the implications for managers and future research are identified. Copyright Springer-Verlag 2009

Suggested Citation

  • Chao-Hung Wang & Li-Chang Hsu & Shyh-Rong Fang, 2009. "Constructing a relationship-based brand equity model," Service Business, Springer;Pan-Pacific Business Association, vol. 3(3), pages 275-292, September.
    • Handle: RePEc:spr:svcbiz:v:3:y:2009:i:3:p:275-292
    DOI: 10.1007/s11628-008-0062-2
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    References listed on IDEAS

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    Cited by:

    1. Nagel, Duane M. & Giunipero, Larry & Jung, Hyeyoon & Salas, Jim & Hochstein, Bryan, 2021. "Purchaser perceptions of early phase supplier relationships: The role of similarity and likeability," Journal of Business Research, Elsevier, vol. 128(C), pages 174-186.
    2. Kumar, Prashant & Polonsky, Micheal Jay, 2019. "In-store experience quality and perceived credibility: A green retailer context," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 23-34.

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