Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage

Sharizal Hashim, Norjaya Mohd Yasin

    Research output: Contribution to journalArticle

    1 Citation (Scopus)

    Abstract

    This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Correlation analysis is conducted and the results indicate that there are positive and significant relationships among the constructs. Then, Sobel's test is used to investigate the occurrence of mediation in the study. The result shows service brand equity and brand resonance is significantly related through the mediating effect of brand relationship quality. This is in line with the assumption of social exchange theory that anticipates the central discipline of human behaviour is about the quality of the relationship that emerges in the exchange process. Therefore, it is hoped that the findings and discussion will contribute to the theory of consumer behavior, branding and relationship marketing, as well as to offer insightful knowledge for practical consideration.

    Original languageEnglish
    Pages (from-to)123-134
    Number of pages12
    JournalJurnal Pengurusan
    Volume36
    Publication statusPublished - 2012

    Fingerprint

    Brand relationship
    Brand equity
    Linkage
    Mediating effect
    Relationship quality
    Service brand
    Social exchange theory
    Consumer behaviour
    Correlation analysis
    Human behavior
    Mobile communication
    Coefficients
    Branding
    Malaysia
    Mediation

    Keywords

    • Brand relationship quality
    • Brand resonance
    • Mobile communication services
    • Service brand equity
    • Social exchange theory

    ASJC Scopus subject areas

    • Business, Management and Accounting (miscellaneous)
    • Accounting
    • Business and International Management

    Cite this

    Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage. / Hashim, Sharizal; Yasin, Norjaya Mohd.

    In: Jurnal Pengurusan, Vol. 36, 2012, p. 123-134.

    Research output: Contribution to journalArticle

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