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Constructing a relationship-based brand equity model

  • Chao-Hung Wang

    ()

  • Li-Chang Hsu

    ()

  • Shyh-Rong Fang

    ()

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    The purpose of this study is to develop and test a model in which several aspects of the service encounter including service staff, servicescape, customer similarity, and customer interaction are taken into account simultaneously as antecedents of relationship quality and generation of brand equity. Testing the hypotheses involved two service settings, banks and department stores. The findings demonstrate that serviced staff and customer interaction have significant direct effects on brand equity. Surprisingly, four variables of service encounter have significant indirect effects through relationship quality on brand equity. Based on these findings, the implications for managers and future research are identified. Copyright Springer-Verlag 2009

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    File URL: http://hdl.handle.net/10.1007/s11628-008-0062-2
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    Article provided by Springer & Pan-Pacific Business Association in its journal Service Business.

    Volume (Year): 3 (2009)
    Issue (Month): 3 (September)
    Pages: 275-292

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    Handle: RePEc:spr:svcbiz:v:3:y:2009:i:3:p:275-292
    DOI: 10.1007/s11628-008-0062-2
    Contact details of provider: Web page: http://www.springer.com

    Web page: http://www.panpacificbusiness.org/

    Order Information: Web: http://www.springer.com/business/journal/11628

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    1. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    2. Yalch, Richard F. & Spangenberg, Eric R., 2000. "The Effects of Music in a Retail Setting on Real and Perceived Shopping Times," Journal of Business Research, Elsevier, vol. 49(2), pages 139-147, August.
    3. Oliver, Richard L & DeSarbo, Wayne S, 1988. " Response Determinants in Satisfaction Judgments," Journal of Consumer Research, Oxford University Press, vol. 14(4), pages 495-507, March.
    4. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
    5. Dube, Laurette & Morin, Sylvie, 2001. "Background music pleasure and store evaluation: intensity effects and psychological mechanisms," Journal of Business Research, Elsevier, vol. 54(2), pages 107-113, November.
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