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Importance of product quality and service quality in developing brand equity

Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factor...

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Main Authors: Hanaysha, Jalal R. M., Abdullah, Haim Hilman, Abd Ghani, Noor Hasmini
Format: Article
Published: Inderscience Publishers 2016
Subjects:
HB Economic Theory
Online Access:http://repo.uum.edu.my/19714/
http://doi.org/10.1504/JGBA.2016.079883
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spelling my.uum.repo.197142016-11-16T04:10:32Z http://repo.uum.edu.my/19714/ Importance of product quality and service quality in developing brand equity Hanaysha, Jalal R. M. Abdullah, Haim Hilman Abd Ghani, Noor Hasmini HB Economic Theory Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factors.The purpose of this paper is to analyse the effect of two factors, namely product quality and service quality, on brand equity. It critically reviews past literature that examined the relationship between these factors and briefly summarises their relationship with brand equity.The analysis reveals that product quality and service quality have significant positive effect on developing brand equity. In general, this paper provides some insights and useful guidelines for business practitioners to benefit from product quality and service quality for improving their brand equity. Finally, a conclusion and future research directions are presented. Inderscience Publishers 2016 Article PeerReviewed Hanaysha, Jalal R. M. and Abdullah, Haim Hilman and Abd Ghani, Noor Hasmini (2016) Importance of product quality and service quality in developing brand equity. Journal for Global Business Advancement, 9 (4). p. 390. ISSN 1746-966X http://doi.org/10.1504/JGBA.2016.079883 doi:10.1504/JGBA.2016.079883
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Hanaysha, Jalal R. M.
Abdullah, Haim Hilman
Abd Ghani, Noor Hasmini
Importance of product quality and service quality in developing brand equity
description Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management.Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factors.The purpose of this paper is to analyse the effect of two factors, namely product quality and service quality, on brand equity. It critically reviews past literature that examined the relationship between these factors and briefly summarises their relationship with brand equity.The analysis reveals that product quality and service quality have significant positive effect on developing brand equity. In general, this paper provides some insights and useful guidelines for business practitioners to benefit from product quality and service quality for improving their brand equity. Finally, a conclusion and future research directions are presented.
format Article
author Hanaysha, Jalal R. M.
Abdullah, Haim Hilman
Abd Ghani, Noor Hasmini
author_facet Hanaysha, Jalal R. M.
Abdullah, Haim Hilman
Abd Ghani, Noor Hasmini
author_sort Hanaysha, Jalal R. M.
title Importance of product quality and service quality in developing brand equity
title_short Importance of product quality and service quality in developing brand equity
title_full Importance of product quality and service quality in developing brand equity
title_fullStr Importance of product quality and service quality in developing brand equity
title_full_unstemmed Importance of product quality and service quality in developing brand equity
title_sort importance of product quality and service quality in developing brand equity
publisher Inderscience Publishers
publishDate 2016
url http://repo.uum.edu.my/19714/
http://doi.org/10.1504/JGBA.2016.079883
_version_ 1644282760765898752
score 13.211869

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