Branding Services in Mature Markets: Evidence from Egypt

Abstract

Branding of services is a challange due to services characteristics. It is even more challanging in mature markets. In mature markets, customers show low levels of brand loyalty, with minimum perceived differences among competing offers. All of these factors raise the complexity of branding services in mature highly competitive markets. This research provides guidance for branding services in such markets. To fulfill the research main aim, Aaker’s (1991) model of branding is extended to include variables of importance, as detected from literature, and confirmed by practitioners. Direct and indirect relationships are tested in the extended model to provide detailed guide to practitioners.
 
 To fulfill the aim of this research, quantitative tools were employed through surveying mobile service industry customers. Confirmatory factor analysis and path analysis were used to test hypotheses of direct and indirect relationships among Aaker’s (1991) model of branding, and variables derived from services marketing literature. All hypotheses were accepted except one. Direct and indirect relationships are justified. This implies that branding in mature markets should be considering direct relationships, as well as, indirect relationships among variables tested. Results of this research are not only of valuable contributions to academics, but also serve as guidance for service marketers operating in similar contexts.

Understanding damage to and reparation of brand trust: a closer look at image congruity in the context of negative publicity

“…Hegner and Jevons (2016) suggested that trust can especially reflect perceptions of competence, predictability, benevolence and integrity. The effects of brand trust on other brand assets have been well established in the marketing literature: such trust can reduce consumers’ risk perceptions (Song et al , 2012), enhance their purchase intentions (Doney and Cannon, 1997), cultivate brand loyalty (Mabkhot et al , 2017; Naggar and Bendary, 2019), and ultimately engender greater brand equity (Sharma and Jain, 2019). Despite research documenting what brand trust brings to a brand, most scholars have pondered brand trust in relation to positive information such as advertisements or sponsorships (Mazodier and Merunka, 2012).…”