Importance of product quality and service quality in developing brand equity
Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factor...
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| Format: | Article |
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Inderscience Publishers
2016
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| _version_ | 1825804239993044992 |
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| author | Hanaysha, Jalal R. M. Abdullah, Haim Hilman Abd Ghani, Noor Hasmini |
| author_facet | Hanaysha, Jalal R. M. Abdullah, Haim Hilman Abd Ghani, Noor Hasmini |
| author_sort | Hanaysha, Jalal R. M. |
| collection | UUM |
| description | Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factors.The purpose of this paper is to analyse the effect of two factors, namely product quality and service quality, on brand equity. It critically reviews past literature that examined the relationship between these factors and briefly summarises their relationship with brand equity.The analysis reveals that product quality and service quality have significant positive effect on developing brand equity. In general, this paper provides some insights and useful guidelines for business practitioners to benefit from product quality and service quality for improving their brand equity. Finally, a conclusion and future research directions are presented. |
| first_indexed | 2024-07-04T06:11:11Z |
| format | Article |
| id | uum-19714 |
| institution | Universiti Utara Malaysia |
| last_indexed | 2024-07-04T06:11:11Z |
| publishDate | 2016 |
| publisher | Inderscience Publishers |
| record_format | eprints |
| spelling | uum-197142016-11-16T04:10:32Z https://repo.uum.edu.my/id/eprint/19714/ Importance of product quality and service quality in developing brand equity Hanaysha, Jalal R. M. Abdullah, Haim Hilman Abd Ghani, Noor Hasmini HB Economic Theory Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factors.The purpose of this paper is to analyse the effect of two factors, namely product quality and service quality, on brand equity. It critically reviews past literature that examined the relationship between these factors and briefly summarises their relationship with brand equity.The analysis reveals that product quality and service quality have significant positive effect on developing brand equity. In general, this paper provides some insights and useful guidelines for business practitioners to benefit from product quality and service quality for improving their brand equity. Finally, a conclusion and future research directions are presented. Inderscience Publishers 2016 Article PeerReviewed Hanaysha, Jalal R. M. and Abdullah, Haim Hilman and Abd Ghani, Noor Hasmini (2016) Importance of product quality and service quality in developing brand equity. Journal for Global Business Advancement, 9 (4). p. 390. ISSN 1746-966X http://doi.org/10.1504/JGBA.2016.079883 doi:10.1504/JGBA.2016.079883 doi:10.1504/JGBA.2016.079883 |
| spellingShingle | HB Economic Theory Hanaysha, Jalal R. M. Abdullah, Haim Hilman Abd Ghani, Noor Hasmini Importance of product quality and service quality in developing brand equity |
| title | Importance of product quality and service quality in developing brand equity |
| title_full | Importance of product quality and service quality in developing brand equity |
| title_fullStr | Importance of product quality and service quality in developing brand equity |
| title_full_unstemmed | Importance of product quality and service quality in developing brand equity |
| title_short | Importance of product quality and service quality in developing brand equity |
| title_sort | importance of product quality and service quality in developing brand equity |
| topic | HB Economic Theory |
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