Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector
The intense competition taking place in the airline sector requires a concurrently suitable branding strategy. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. These models are more approp...
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| Format: | Article |
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Elsevier
2019
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| author | Sarker, Md Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza |
| author_facet | Sarker, Md Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza |
| author_sort | Sarker, Md Moniruzzaman |
| collection | UM |
| description | The intense competition taking place in the airline sector requires a concurrently suitable branding strategy. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. These models are more appropriate for product-dominant brands, as they ignore the crucial roles of direct service experience and brand consistency in creating airline brand equity. Therefore, through a systematic and critical review of the literature, we propose a conceptualisation of consumer-based service brand equity (CBSBE) model by emphasising the importance of direct service experience and brand consistency that will equip airline marketing/brand managers to design effective branding strategies. |
| first_indexed | 2024-03-06T05:49:54Z |
| format | Article |
| id | um.eprints-19998 |
| institution | Universiti Malaya |
| last_indexed | 2024-03-06T05:49:54Z |
| publishDate | 2019 |
| publisher | Elsevier |
| record_format | dspace |
| spelling | um.eprints-199982019-01-15T01:41:04Z http://eprints.um.edu.my/19998/ Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector Sarker, Md Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza HF Commerce The intense competition taking place in the airline sector requires a concurrently suitable branding strategy. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. These models are more appropriate for product-dominant brands, as they ignore the crucial roles of direct service experience and brand consistency in creating airline brand equity. Therefore, through a systematic and critical review of the literature, we propose a conceptualisation of consumer-based service brand equity (CBSBE) model by emphasising the importance of direct service experience and brand consistency that will equip airline marketing/brand managers to design effective branding strategies. Elsevier 2019 Article PeerReviewed Sarker, Md Moniruzzaman and Mohd-Any, Amrul Asraf and Kamarulzaman, Yusniza (2019) Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector. Journal of Hospitality and Tourism Management, 38. pp. 39-48. ISSN 1447-6770, DOI https://doi.org/10.1016/j.jhtm.2018.11.002 <https://doi.org/10.1016/j.jhtm.2018.11.002>. https://doi.org/10.1016/j.jhtm.2018.11.002 doi:10.1016/j.jhtm.2018.11.002 |
| spellingShingle | HF Commerce Sarker, Md Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector |
| title | Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector |
| title_full | Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector |
| title_fullStr | Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector |
| title_full_unstemmed | Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector |
| title_short | Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector |
| title_sort | conceptualising consumer based service brand equity cbsbe and direct service experience in the airline sector |
| topic | HF Commerce |
| work_keys_str_mv | AT sarkermdmoniruzzaman conceptualisingconsumerbasedservicebrandequitycbsbeanddirectserviceexperienceintheairlinesector AT mohdanyamrulasraf conceptualisingconsumerbasedservicebrandequitycbsbeanddirectserviceexperienceintheairlinesector AT kamarulzamanyusniza conceptualisingconsumerbasedservicebrandequitycbsbeanddirectserviceexperienceintheairlinesector |