An Examination of Selected Marketing Mix Elements and Brand Equity

Abstract

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.

Brand Equity of Lahore Fort as a Tourism Destination Brand

“…However, the major contribution of the present research lies in the fact that a brand equity measurement of the Lahore Fort as a destination brand has been conducted for the first time. Furthermore, brand equity so far has been limited to the application of the CBBE model, however, with brand equity as a separate dimension, and without brand loyalty as a mediator (Yoo et al, 2000). Destination marketers and governments can extract some guidance from the results of this study, as it provides useful insights about a popular destination brand in Pakistan.…”

“…The results revealed a strong relationship among brand loyalty, brand awareness, perceived quality, and brand associations. Hence, it can be inferred that Brand equity can be created and expanded through strengthening these four dimensions (Yoo et al, 2000).…”

“…It has been believed that a differential response toward brand communication should be understood as brand equity, while purchase intentions and loyalty are the outcomes of brand equity (Oppermann, 2000). Destination marketing researchers hold the view that perceived quality, brand loyalty, and brand awareness are the common characteristics of brand equity (Yoo et al, 2000). The consumer's positive intent towards these characteristics increase the overall brand equity of destination brands (Washburn & Plank, 2002).…”

“…Hence, these elements are considered pivotal in studies where brand equity was measured for destination brands. Relying on existing knowledge, we proposed the following hypotheses: There are numerous studies where brand loyalty positively contributes to enhance overall brand equity (Pike et al, 2010;Washburn & Plank, 2002;Yoo et al, 2000). In this study, we used brand loyalty to mediate the relationship with overall brand equity; however, brand loyalty also affects directly overall brand equity.…”

Untitled

“…In the context of this research, it is possible to assign attributes that relate to stores in general, like prices, advertising and promotion, service, assortment, or innovation (Yoo et al, 2000), all of them highly indicative of retail management strategy. For example, Newman and Pattel (1983) stresses that the range of merchandise -assortment-, promotions and the atmosphere of the stores are the most important factors influencing consumer choice.…”