A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

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A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance. The model considers three distinctive aspects of business markets. After-sales service is taken as a key marketing-mix effort. Corporate image is placed as a mediator from the marketing-mix efforts to the dimensions of brand equity. Personal selling is defined as a main component of promotion. The model is tested in the context of a Korean IT software sector. The test results show that all the marketing-mix efforts positively affect the overall value of brand equity, which is a proxy of market performance, via the three dimensions of brand equity. Corporate image mediates the effect of the marketing-mix efforts on the three dimensions of brand equity. (C) 2010 Elsevier Inc. All rights reserved.
Publisher
ELSEVIER SCIENCE INC
Issue Date
2011-04
Language
English
Article Type
Article
Keywords

BUYER-SELLER RELATIONSHIPS; TO-BUSINESS MARKETS; INDUSTRIAL-PRODUCTS; CUSTOMER VALUE; COMPANY REPUTATION; COMMODITY PRODUCT; STORE NAME; INFORMATION; LOYALTY; SERVICE

Citation

INDUSTRIAL MARKETING MANAGEMENT, v.40, no.3, pp.424 - 438

ISSN
0019-8501
URI
http://hdl.handle.net/10203/100068
Appears in Collection
MT-Journal Papers(저널논문)
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