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

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

Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant brands, mainly because the role of customer experience with services is often disregarded. Also, the absence of two essential components, brand consistency and perceived value, signa...

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Main Authors:	Sarker, Moniruzzaman, Mohd-Any, Amrul Asraf, Kamarulzaman, Yusniza
Format:	Article
Published:	Elsevier 2021
Subjects:	HC Economic History and Conditions Business
Online Access:	http://eprints.um.edu.my/27240/
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id	my.um.eprints.27240
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spelling	my.um.eprints.272402022-06-03T01:14:15Z http://eprints.um.edu.my/27240/ Validating a consumer-based service brand equity (CBSBE) model in the airline industry Sarker, Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza HC Economic History and Conditions Business Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant brands, mainly because the role of customer experience with services is often disregarded. 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. Subsequently, maximizing perceived value, followed by creating favorable brand meaning are the nucleus of branding services. Using the most advanced PLS-SEM techniques, our CBSBE model is highly robust in explaining the theoretical notion of creating service brand equity. Thus, achieving a pleasant and desirable experience and maintaining consistency across direct service touchpoints would be an effective strategy for service organizations. Elsevier 2021-03 Article PeerReviewed Sarker, Moniruzzaman and Mohd-Any, Amrul Asraf and Kamarulzaman, Yusniza (2021) Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59. ISSN 0969-6989, DOI https://doi.org/10.1016/j.jretconser.2020.102354 <https://doi.org/10.1016/j.jretconser.2020.102354>. 10.1016/j.jretconser.2020.102354
institution	Universiti Malaya
building	UM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaya
content_source	UM Research Repository
url_provider	http://eprints.um.edu.my/
topic	HC Economic History and Conditions Business
spellingShingle	HC Economic History and Conditions Business Sarker, Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza Validating a consumer-based service brand equity (CBSBE) model in the airline industry
description	Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant brands, mainly because the role of customer experience with services is often disregarded. 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. Subsequently, maximizing perceived value, followed by creating favorable brand meaning are the nucleus of branding services. Using the most advanced PLS-SEM techniques, our CBSBE model is highly robust in explaining the theoretical notion of creating service brand equity. Thus, achieving a pleasant and desirable experience and maintaining consistency across direct service touchpoints would be an effective strategy for service organizations.
format	Article
author	Sarker, Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza
author_facet	Sarker, Moniruzzaman Mohd-Any, Amrul Asraf Kamarulzaman, Yusniza
author_sort	Sarker, Moniruzzaman
title	Validating a consumer-based service brand equity (CBSBE) model in the airline industry
title_short	Validating a consumer-based service brand equity (CBSBE) model in the airline industry
title_full	Validating a consumer-based service brand equity (CBSBE) model in the airline industry
title_fullStr	Validating a consumer-based service brand equity (CBSBE) model in the airline industry
title_full_unstemmed	Validating a consumer-based service brand equity (CBSBE) model in the airline industry
title_sort	validating a consumer-based service brand equity (cbsbe) model in the airline industry
publisher	Elsevier
publishDate	2021
url	http://eprints.um.edu.my/27240/
_version_	1735409517318897664
score	13.211869

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

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