An Examination of Selected Marketing Mix Elements
Journal of the Academy of Marketing Science http://jam.sagepub.com An Examination of Selected Marketing Mix Elements and Brand Equity
Boonghee Yoo, Naveen Donthu and Sungho Lee Journal of the Academy of Marketing Science 2000; 28; 195 DOI: 10.1177/0092070300282002 The online version of this article can be found at: http://jam.sagepub.com/cgi/content/abstract/28/2/195
Published by: http://www.sagepublications.com On behalf of:
Academy of Marketing Science
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JOURNAL OF THE ACADEMY / MARKETING MIX ELEMENTS Yoo et al. OF MARKETING SCIENCE
SPRING 2000
An Examination of Selected Marketing Mix Elements and Brand Equity
Boonghee Yoo
St. Cloud State University
Naveen Donthu
Georgia State University
Sungho Lee
University of Seoul
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity,
Boonghee Yoo, Naveen Donthu and Sungho Lee Journal of the Academy of Marketing Science 2000; 28; 195 DOI: 10.1177/0092070300282002 The online version of this article can be found at: http://jam.sagepub.com/cgi/content/abstract/28/2/195
Published by: http://www.sagepublications.com On behalf of:
Academy of Marketing Science
Additional services and information for Journal of the Academy of Marketing Science can be found at: Email Alerts: http://jam.sagepub.com/cgi/alerts Subscriptions: http://jam.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations (this article cites 36 articles hosted on the SAGE Journals Online and HighWire Press platforms): http://jam.sagepub.com/cgi/content/refs/28/2/195
Downloaded from http://jam.sagepub.com at BROOKLYN COLL on February 16, 2008 © 2000 Academy of Marketing Science. All rights reserved. Not for commercial use or unauthorized distribution.
JOURNAL OF THE ACADEMY / MARKETING MIX ELEMENTS Yoo et al. OF MARKETING SCIENCE
SPRING 2000
An Examination of Selected Marketing Mix Elements and Brand Equity
Boonghee Yoo
St. Cloud State University
Naveen Donthu
Georgia State University
Sungho Lee
University of Seoul
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity,
Citations: Downloaded from http://jam.sagepub.com at BROOKLYN COLL on February 16, 2008 © 2000 Academy of Marketing Science. All rights reserved. Not for commercial use or unauthorized distribution. Downloaded from http://jam.sagepub.com at BROOKLYN COLL on February 16, 2008 © 2000 Academy of Marketing Science. All rights reserved. Not for commercial use or unauthorized distribution. Downloaded from http://jam.sagepub.com at BROOKLYN COLL on February 16, 2008 © 2000 Academy of Marketing Science. All rights reserved. Not for commercial use or unauthorized distribution. Downloaded from http://jam.sagepub.com at BROOKLYN COLL on February 16, 2008 © 2000 Academy of Marketing Science. All rights reserved. Not for commercial use or unauthorized distribution.