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Title: The role of customer relationships in building brand equity : empirical evidence from Chin's retail banking sector
Author: Cui, Jinhuan
Awarding Body: University of Birmingham
Current Institution: University of Birmingham
Date of Award: 2007
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Building strong brand equity is imperative in the highly competitive arena of financial services. Despite tremendous interest in brand equity and relationship marketing,- little conceptual development or empirical research has addressed whether relationships exist between these important marketing issues. This study explores the associations between customer relationships and brand equity. A conceptual framework is proposed, in which the constructs of customer relationships including relationship closeness, relationship strength and relationship satisfaction are related to the dimensions of brand equity comprising of perceived quality, brand loyalty and brand associations combined with brand awareness. Two phases of qualitative and quantitative data gathering have been conducted. In the primary quantitative research, personal interviews were conducted with 998 respondents and the response rate was 85%. Empirical tests using factor analysis and structural equation model support the research hypotheses and an establishment of linkage between the two domains of branding and relationship marketing, which are traditionally apart, is established. The research findings provide bank managers with a comprehensive understanding of how customer relationships impact on the dimensions of brand equity, which will enable them in turn to design more effective marketing strategies to enhance the evaluation of brand equity. Key Words: Brand Equity, Branding, Relationship Marketing, Customer Relationships, Services Marketing, China
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available