Two principal perspectives have been taken by academics to study brand equity – financial and customer base. The first perspective of brand equity is from the financial market where the value of the asset of a brand is evaluated (Farquhar et al. 1991, Simon and Sullivan 1990). Customer-based brand equity assesses the reaction of the … Read more
Financial perspective Based on the financial perspective, brand equity in the 1980s was seen as a tool that gave managers guidance on how to know brand improvement. In this point of view, stock prices or brand replacement were the focus of the measures (Myers, 2003). According to Simon and Sullivan (1993), brand equity is described … Read more
In the 1980s, the brand equity concept was first presented in the marketing literature. This topic received considerable attention in the 1990s from both scientists and marketing practice, resulting in a large number of articles and books on the topic. (e.g. Aaker and Keller, 1990; Aaker and Biel, 1993; Agarwal and Rao, 1996; Kapferer, 1998, … Read more
The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The service marketing mix consists of 7 P’s as compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more P’s which are … Read more
Service is primarily intangible product transfer, without transferring ownership of this type of product, the benefit from one group to another. (Kotler et al., 2005). Service marketing is often stated to be comparatively challenging due to the unique features of the service and the dominance of experience and credential qualities compared to the traditional marketing … Read more