The impact of marketing activities on service brand equity: The mediating role of evoked experience
ISSN: 0309-0566
Article publication date: 31 January 2018
Issue publication date: 29 March 2018
Abstract
Purpose
This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE.
Design/methodology/approach
Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data.
Findings
The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE.
Research limitations/implications
The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed.
Practical implications
The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE.
Originality/value
The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.
Keywords
Citation
Kumar, R.S., Dash, S. and Malhotra, N.K. (2018), "The impact of marketing activities on service brand equity: The mediating role of evoked experience", European Journal of Marketing, Vol. 52 No. 3/4, pp. 596-618. https://doi.org/10.1108/EJM-05-2016-0262
Publisher
:Emerald Publishing Limited
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