The influence of brand awareness and brand image on brand equity – an empirical study of logistics service providers

• Authors: Świtała Marcin , Gamrot Wojciech , Reformat Beata , Bilińska-Reformat Katarzyna
• Languages of publication: EN

Abstracts

EN

Aim/purpose – This article presents the results of research referring to Keller’s brand equity concept. The fundamental objective of the research was to examine the influence of brand awareness and brand image on brand equity. We were also interested which force of influence is greater. Design/methodology/approach – The research was based on secondary and primary sources of information. The primary research was carried out on a sample of 100 enterprises ordering logistics services. Data obtained in such a way was subject to statistical analysis using modelling of structural equations. Findings – Based on the analysis of paths in the model of structural equations, the existence of positive, but weak dependencies between brand awareness, brand image and brand equity was observed. While the results of bootstrap simulations conducted to estimate confidence intervals indicated that differences in the strength of this influence are not statistically significant. Research implications/limitations – The obtained results did not bring sufficient basis to accept or reject hypotheses assuming an essentially positive relationship between brand awareness and brand image and its equity. Simultaneously, the conducted research led to the rejection of the hypothesis in accordance to which the influence of brand awareness on brand equity is smaller than the influence of brand image on brand equity. Originality/value/contribution – Potential causes of differences between the results of our own research and the research presented by Davis, Golicic, & Marquardt (2008) were indicated.

Keywords

EN

Brand awareness; Brand equity; Brand image; Logistics service providers

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Journal of Economics and Management
• Year: 2018
• Volume: 33
• Pages: 96-119

Contributors

author

Świtała Marcin

• Department of Business Logistics. Faculty of Management. University of Economics in Katowice, Poland

author

Gamrot Wojciech

• Department of Statistics, Econometrics and Mathematics. Faculty of Management. University of Economics in Katowice, Poland

author

Reformat Beata

• Department of Marketing. Faculty of Management and Tourism. University of Economics in Katowice, Poland

author

Bilińska-Reformat Katarzyna

• Department of Marketing Management and Tourism. Faculty of Management. University of Economics in Katowice, Poland

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Identifiers

ISSN

1732-1948