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The nature and antecedents of brand equity and its dimensions

The Article, Published by Kumar, R. S., Dash, S. B. and Purwar, P. C. in Marketing Intelligence and Planning, 31(2), 2013 (In Press), 2013

The study aims to examine the effect of brand experience on hospital brand equity. The study also assesses the effects of different brand equity dimensions on overall customer-based hospital brand equity. Measurement items for each variable are developed by integrating existing literature and qualitative in-depth interviews with patients who have either availed of or are availing of hospital services in India. Face-to-face interviews with patients were conducted to get usable 902 data points. Data was analyzed using structural equation modeling to test the influences of different dimensions of brand experience on brand equity dimensions and on overall hospital brand equity. The study found that brand experience is an important factor influencing hospital brand equity. Study provides evidence that the brand experience dimensions (sensory, affective, behavioral and intellectual) positively influence the five brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty). Study also confirms the influence of brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty) on customer-based hospital brand equity. The study provides empirical support for a positive relationship between brand experience and brand equity. This paper is an offshoot of the emerging topic on brand experience and enhances further understanding of service brand equity. Replication of this study with different product and service categories will enhance the generalizability of the findings of this study. The distinctive contribution of this research is that it examines the effect of brand experience on customer-based brand equity in the context of a credence-based service in an emerging economy. Such a work is essential in understanding the importance of experiential marketing in an emerging economy and for building a strong service brand.