Coursework.Info - Inspiration in an Instant

On the left is an image preview of every page of this document, and below are the first 150 words with formatting removed:

Brand equity: is it more important in services? 1.0 SUMMARY The authors introduce their research problem by highlighting one of the definitions of brand equity as "added value endowed by brand to the product". Subsequently, they inform us of how despite equity in the marketing of products expands, little research has been done on equity in the context of services marketing. According to the authors, the main objective of this study is to assess brand equity in the marketing of services and to make a comparison between the latter and brand equity for products. The literature review is started by defining a brand as "a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors" (Kotler, 1991, p. 442). We are then informed on how consumers make use...

To see the full version of this document, and 145,348 others