The Effects of Marketing Mix Elements on Service Brand Equity
Abstract
This paper explores the effects of selected marketing mix elements on service brand equity. Research hypotheses about the relationship between marketing mix elements, brand equity dimensions and brand equity itself, in the context of service brands, are defined on the basis of the literature review. A survey was conducted in order to collect relevant empirical data. Structural equation modeling is used to test research hypotheses. The findings...
Paper Details
Title
The Effects of Marketing Mix Elements on Service Brand Equity
Published Date
Dec 10, 2009
Volume
22
Issue
4
Pages
69 - 83
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