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This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements.

A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed.

The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction.

With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers.

The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity.

Este documento tiene como objetivo examinar el papel mediador de la satisfacción con la marca y la confianza con la marca en los antecedentes y resultados de la equidad de marca a través de una investigación empírica de los elementos de equidad de marca.

Se realizó una encuesta en Pune y Mumbai, dos ciudades prominentes de la India. Se distribuyó a los usuarios de teléfonos móviles un cuestionario estructurado centrado en obtener respuestas para medir los antecedentes y resultados del valor de marca. El objetivo del cuestionario era recoger información para evaluar el papel de dos variables adicionales, la satisfacción con la marca y la confianza en la marca en el modelo existente y conceptual del valor de marca (Keller, 2001). El análisis de datos se llevó a cabo a través de la metodología de ecuaciones estructurales y modelo de mediación.

Los hallazgos de este estudio muestran que el nuevo modelo de equidad de marca es muy relevante para predecir el valor de marca en comparación con el modelo de marca existente (Keller, 2001). El modelo de mediación de la equidad de marca aclara el rol de la confianza y la satisfacción con la marca.

En relación a la contribución teórica, el estudio amplía el modelo existente de valor de marca. Los resultados de esta investigación proporcionan un modelo estratégico y analítico para que los gerentes creen relaciones de marca entre sus consumidores.

El presente estudio desafía el modelo existente de equidad de marca (Keller, 2001) y además hace un esfuerzo por llenar los vacíos en el modelo teórico existente de equidad de marca.

Equidad de marca, Satisfacción con la marca, Confianza en la marca, Análisis de ecuaciones estructurales, Análisis de mediación

Artículo de investigación

Enormous amount of biomedical wastes (BMW) produced everyday across the world. Management of BMW depends on adherence to protocol. BMW management at generation point, definitely, depends upon the awareness, attitudes and practises of health-care staff, the purpose of this study will assess the awareness, attitude and practise regarding different aspects of BMW.

An observational with appropriate checklists, and a cross-sectional study, involving questionnaires, was conducted during 7-24 January 2016. The existing system of BMW management, funds, resources, etc., knowledge, attitude and practises about BMW were assessed amongst 273 health-care workers in selected public health-care institutes of Karnataka.

Of 273 study participants, majority (54%) of them have not received any training pertaining to BMW. The results showed a poor level of knowledge and awareness of BMW management amongst health-care personnel. Merely, 43% of the participants correctly knew the categorization of BMW and its disposal in proper colour-coded bins/bags. Awareness is very poor amongst the lower age group, male participants, lab-technicians/pharmacists and supporting staff. Doctors were good at theoretical knowledge such as rules, legislation and public-health importance of BMW management than the practical aspects such as categorization and colour-coding. Further, the attitude of health-care staff is favourable about BMW. Immunization for hepatitis-B was very poor amongst waste handlers (43%).

As the awareness and practise regarding BMW management were poor across different health-care staff there is a need to conduct periodic training and regular monitoring with special focus on the proper use of personal protective equipment. Further, precautionary immunization should be provided, especially waste handlers and sanitary workers.