Brand Equity Model and Marketing Stimuli

The intangibility of services differentiates product brands from its characteristics. Building brand equity in the context of services, is therefore crucial to the conduct of a firm’ marketing strategies and plays an important role in increasing consumers’ perceptions. This study attempts to address relationships between brand equity and marketing stimuli. In particular, the study aims to draw theoretical and managerial implications from comparisons between bank services and discount malls. The empirical tests use a structural equation model (bank vs. discount mall) to support the research hypotheses. The findings show that marketing stimuli have a different influence on brand equity between the two different categories. Results from comparison between two different settings indicate that satisfaction plays a critical role as a mediator between antecedents of brand equity and outcomes. As a result, the model increases understanding of brand equity processes and extends existing knowledge of academic scholars in different service categories. This article discusses future research directions and managerial implications.