This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.

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Service quality has been conceptualized as the difference between perceived service performance and expected service level. The authors study the effect of consumers' cultural orientation on their service quality expectations. Using the Hofstede dimensions of culture operationalized at the individual level and the dimensions of service quality from the SERVQUAL scale, they develop and test hypotheses relating dimensions of culture with overall service expectations and dimensions of those expectations. Results show that consumers low on power distance have high overall service quality expectations and expect responsive and reliable service. Individualistic consumers have high overall service quality expectations and expect empathy and assurance from the service provider Consumers high on uncertainty avoidance and short-termoriented consumers have high overall service quality expectations.

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