A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector
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 perfo...
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| Veröffentlicht in: | Industrial marketing management 2011-04, Vol.40 (3), p.424-438 |
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| container_end_page | 438 |
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| container_issue | 3 |
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| container_title | Industrial marketing management |
| container_volume | 40 |
| creator | Kim, Ji-Hern Hyun, Yong J. |
| description | 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. |
| doi_str_mv | 10.1016/j.indmarman.2010.06.024 |
| format | Article |
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Corporate image mediates the effect of the marketing-mix efforts on the three dimensions of brand equity.</description><subject>Advertising</subject><subject>After-sales service</subject><subject>Brand equity</subject><subject>Brand loyalty</subject><subject>Brands</subject><subject>Channels of communication</subject><subject>Corporate image</subject><subject>Correlation analysis</subject><subject>Dimensions of brand equity</subject><subject>Industrial branding</subject><subject>Korea</subject><subject>Marketing</subject><subject>Marketing mixes</subject><subject>Marketing-mix efforts</subject><subject>Software</subject><subject>Software industry</subject><subject>Studies</subject><issn>0019-8501</issn><issn>1873-2062</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2011</creationdate><recordtype>article</recordtype><recordid>eNqFkUFv3CAQha2qkbpN8huKeunJ2wFjg4-rqE0jRcolPSMMw4atbTaA00b988XZqodewgUB3zzmzauqDxS2FGj3-bD1s510nPS8ZVBuodsC42-qDZWiqRl07G21AaB9LVug76r3KR2grAb4pvq9I1OwOJIciJ-fMGW_1xlJfsByduOCs0ESHCk__MDs5309-V8EnQsxJ6JnS0yIxxDXIj_pfYFnMsT1AR8Xn5-LzIvazT1JweWfOiJJaHKIF9WZ02PCy7_7efX965f7q2_17d31zdXutjacyVwPlvdouNBG9ByQQit5J6iwXHDZa0mxc6xnKIfGAeBgh0FSKywwgVww3pxXn066xxgel2JRTT4ZHEc9Y1iSkl3XC96ytpAf_yMPYYlzaU7JtqcU-rYpkDhBJoaUIjp1jMV5fFYU1BqJOqh_kag1EgWdgpdGdqdKLG6fPEaVjF8HbH0sE1E2-Fc1_gCtbZns</recordid><startdate>20110401</startdate><enddate>20110401</enddate><creator>Kim, Ji-Hern</creator><creator>Hyun, Yong J.</creator><general>Elsevier Inc</general><general>Elsevier Sequoia S.A</general><scope>AAYXX</scope><scope>CITATION</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope></search><sort><creationdate>20110401</creationdate><title>A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector</title><author>Kim, Ji-Hern ; Hyun, Yong J.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c428t-bd49ec47ac7940e105846717d47489a81e6f292e8b3f00ebdbb81d7d027e47243</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2011</creationdate><topic>Advertising</topic><topic>After-sales service</topic><topic>Brand equity</topic><topic>Brand loyalty</topic><topic>Brands</topic><topic>Channels of communication</topic><topic>Corporate image</topic><topic>Correlation analysis</topic><topic>Dimensions of brand equity</topic><topic>Industrial branding</topic><topic>Korea</topic><topic>Marketing</topic><topic>Marketing mixes</topic><topic>Marketing-mix efforts</topic><topic>Software</topic><topic>Software industry</topic><topic>Studies</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Kim, Ji-Hern</creatorcontrib><creatorcontrib>Hyun, Yong J.</creatorcontrib><collection>CrossRef</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>Industrial marketing management</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Kim, Ji-Hern</au><au>Hyun, Yong J.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector</atitle><jtitle>Industrial marketing management</jtitle><date>2011-04-01</date><risdate>2011</risdate><volume>40</volume><issue>3</issue><spage>424</spage><epage>438</epage><pages>424-438</pages><issn>0019-8501</issn><eissn>1873-2062</eissn><coden>IMMADX</coden><abstract>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. 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| fulltext | fulltext |
| identifier | ISSN: 0019-8501 |
| ispartof | Industrial marketing management, 2011-04, Vol.40 (3), p.424-438 |
| issn | 0019-8501 1873-2062 |
| language | eng |
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| source | ScienceDirect Journals (5 years ago - present) |
| subjects | Advertising After-sales service Brand equity Brand loyalty Brands Channels of communication Corporate image Correlation analysis Dimensions of brand equity Industrial branding Korea Marketing Marketing mixes Marketing-mix efforts Software Software industry Studies |
| title | 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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