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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dc.contributor.authorKim, Ji-Hernko
dc.contributor.authorHyun, Yong-Jinko
dc.date.accessioned2013-03-11T19:41:29Z-
dc.date.available2013-03-11T19:41:29Z-
dc.date.created2012-02-06-
dc.date.created2012-02-06-
dc.date.issued2011-04-
dc.identifier.citationINDUSTRIAL MARKETING MANAGEMENT, v.40, no.3, pp.424 - 438-
dc.identifier.issn0019-8501-
dc.identifier.urihttp://hdl.handle.net/10203/100068-
dc.description.abstractA 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.-
dc.languageEnglish-
dc.publisherELSEVIER SCIENCE INC-
dc.subjectBUYER-SELLER RELATIONSHIPS-
dc.subjectTO-BUSINESS MARKETS-
dc.subjectINDUSTRIAL-PRODUCTS-
dc.subjectCUSTOMER VALUE-
dc.subjectCOMPANY REPUTATION-
dc.subjectCOMMODITY PRODUCT-
dc.subjectSTORE NAME-
dc.subjectINFORMATION-
dc.subjectLOYALTY-
dc.subjectSERVICE-
dc.titleA model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector-
dc.typeArticle-
dc.identifier.wosid000289452900012-
dc.identifier.scopusid2-s2.0-79952488197-
dc.type.rimsART-
dc.citation.volume40-
dc.citation.issue3-
dc.citation.beginningpage424-
dc.citation.endingpage438-
dc.citation.publicationnameINDUSTRIAL MARKETING MANAGEMENT-
dc.contributor.localauthorHyun, Yong-Jin-
dc.type.journalArticleArticle-
dc.subject.keywordAuthorBrand equity-
dc.subject.keywordAuthorIndustrial branding-
dc.subject.keywordAuthorDimensions of brand equity-
dc.subject.keywordAuthorMarketing-mix efforts-
dc.subject.keywordAuthorCorporate image-
dc.subject.keywordPlusBUYER-SELLER RELATIONSHIPS-
dc.subject.keywordPlusTO-BUSINESS MARKETS-
dc.subject.keywordPlusINDUSTRIAL-PRODUCTS-
dc.subject.keywordPlusCUSTOMER VALUE-
dc.subject.keywordPlusCOMPANY REPUTATION-
dc.subject.keywordPlusCOMMODITY PRODUCT-
dc.subject.keywordPlusSTORE NAME-
dc.subject.keywordPlusINFORMATION-
dc.subject.keywordPlusLOYALTY-
dc.subject.keywordPlusSERVICE-
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