Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector

A study on China's time-honored catering brands: Achieving new inheritance of traditional brands

“…Few studies have focused on the realistic and severe problems of inheritance and development that time-honored catering brands face. The current research on time-honored catering brands mainly explores the following two aspects: First, the importance of brand value and realistic problems, such as the relationship between the brand equity of time-honored brands and generational transfer ( He, 2008 ), and discussions on intangible value and brand value ( Li, 2018 ; Grace and O'Cass, 2005 ; Sarker et al, 2019 ). Second, the exploration of time-honored brand development strategies, including micromarketing strategies ( Leng, 2004 ), brand activation and revitalization ( Forêt and Mazzalovo, 2014 ), and brand image design ( Guo and Kwon, 2018 ).…”

Validating a consumer-based service brand equity (CBSBE) model in the airline industry

“…Although much effort has been devoted to conceptualizing a branding theory or model that might assist managers in formulating a coherent branding strategy, i.e., consumer-based brand equity (CBBE), existing models have had a more specific focus, such as: 1) the traditional exchange of goods perspective or the goods-dominant logic, where physical attributes such as products, packaging, store image, distribution intensity, price deals, advertisements etc., are considered as marketing offerings; and 2) brand equity components, while disregarding the role of customer experience with service (i.e., service experience). This often results in poor adaptability especially in service-dominant brands (Çifci et al, 2016;Sarker et al, 2019) such as hotels, banks, transportation, and healthcare.…”

“…Following a systematic review of relevant literature, Sarker et al (2019) report that Aaker (1991) and Keller (2016) are the most referenced scholars on brand equity operationalization for both goods and service-dominant brands. Similar to goods-dominant brand equity, service-dominant brand equity studies often adopt the common components of brand equity such as perceived quality, brand awareness/association, brand image/meaning, brand loyalty, and overall brand equity.…”

“…However, the role of service experience and perceived value is either unnoticed or less emphasized in the service-dominant brands setting. For instance, Keller's (1993) CBBE model exerts a simplistic and static inter-construct relationship which disregards the asymmetry and causal complexity of CBBE (Chatzipanagiotou et al, 2016;Sarker et al, 2019). Aaker's (1991) model, on the other hand, which was operationalized by Yoo et al (2000) using tangible product brands, ignores the perceived quality component as a symbolic aspect of brand dimension and has poor validity in service settings (Çifci et al, 2016;Nam et al, 2011).…”

“…Also, the absence of two essential components, brand consistency and perceived value, signals a lack of depth in creating service brand equity. To address these gaps, we examine service-branding theory by conceptualizing and validating a consumer-based service brand equity (CBSBE) model in Sarker et al (2019) in the context of airlines. Airline service direct experience and brand consistency are highly important aspects for strengthening brand equity components of services.…”