This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Add to Saved Citations Download to citation manager Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Yoo, B. Articles by Lee, S. Search for Related Content Social Bookmarking                         What's this?

An Examination of Selected Marketing Mix Elements and Brand Equity

St. Cloud State University

Naveen Donthu

Georgia State University

Sungho Lee

University of Seoul

This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.

Journal of the Academy of Marketing Science, Vol. 28, No. 2, 195-211 (2000)
DOI: 10.1177/0092070300282002


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				Eun Young Kim, D. K. Knight, and L. E. Pelton Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market Clothing and Textiles Research Journal, October 1, 2009; 27(4): 247 - 258. [Abstract] [PDF]

				Jing Zhang and J. M. M. Bloemer The Impact of Value Congruence on Consumer-Service Brand Relationships Journal of Service Research, November 1, 2008; 11(2): 161 - 178. [Abstract] [PDF]

				N. Johns and S. Gyimothy Assessing the brand position of Danish kros Journal of Vacation Marketing, July 1, 2008; 14(3): 267 - 281. [Abstract] [PDF]

				Woo Gon Kim, B. Jin-Sun, and Hyun Jeong Kim Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels Journal of Hospitality & Tourism Research, May 1, 2008; 32(2): 235 - 254. [Abstract] [PDF]

				H. Oh Transaction Evaluations and Relationship Intentions Journal of Hospitality & Tourism Research, August 1, 2002; 26(3): 278 - 305. [Abstract] [PDF]