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Original scientific paper

THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY

Edo Rajh
Đurđana Ozretić Došen

Fulltext: english, doc (145 KB) pages 69-83 downloads: 10.855* cite
APA 6th Edition
Rajh, E. & Ozretić Došen, Đ. (2009). THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY. Economic research - Ekonomska istraživanja, 22 (4), 69-83. Retrieved from https://hrcak.srce.hr/48177
MLA 8th Edition
Rajh, Edo and Đurđana Ozretić Došen. "THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY." Economic research - Ekonomska istraživanja, vol. 22, no. 4, 2009, pp. 69-83. https://hrcak.srce.hr/48177. Accessed 21 Oct. 2020.
Chicago 17th Edition
Rajh, Edo and Đurđana Ozretić Došen. "THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY." Economic research - Ekonomska istraživanja 22, no. 4 (2009): 69-83. https://hrcak.srce.hr/48177
Harvard
Rajh, E., and Ozretić Došen, Đ. (2009). 'THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY', Economic research - Ekonomska istraživanja, 22(4), pp. 69-83. Available at: https://hrcak.srce.hr/48177 (Accessed 21 October 2020)
Vancouver
Rajh E, Ozretić Došen Đ. THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY. Economic research - Ekonomska istraživanja [Internet]. 2009 [cited 2020 October 21];22(4):69-83. Available from: https://hrcak.srce.hr/48177
IEEE
E. Rajh and Đ. Ozretić Došen, "THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY", Economic research - Ekonomska istraživanja, vol.22, no. 4, pp. 69-83, 2009. [Online]. Available: https://hrcak.srce.hr/48177. [Accessed: 21 October 2020]

Abstracts
This paper explores the effects of selected marketing mix elements on service brand equity. Research hypotheses about the relationship between marketing mix elements, brand equity dimensions and brand equity itself, in the context of service brands, are defined on the basis of the literature review. A survey was conducted in order to collect relevant empirical data. Structural equation modeling is used to test research hypotheses. The findings of the research indicate that some marketing mix elements may have a negative effect on service brand equity. Also, the findings suggest that advertising, employees, interior appearance, price level and service operation have a positive effect on service brand equity. The results indicate the importance of a strategic approach to building service brands, with establishing the equity of service brands being the long-term goal. The main contribution of this paper comes from the findings about the effects of different marketing mix elements on service brand equity, and the importance of a strategic approach to building and managing service brands.

Keywords
Brand equity; Service brand; Strategic brand management; Marketing mix

Hrčak ID: 48177

URI
https://hrcak.srce.hr/48177

[croatian]

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