Importance of product quality and service quality in developing brand equity Online publication date: Wed, 19-Oct-2016
by Jalal Hanaysha; Haim Hilman Abdullah; Noor Hasmini Abd Ghani
J. for Global Business Advancement (JGBA), Vol. 9, No. 4, 2016
Abstract: 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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the J. for Global Business Advancement (JGBA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook