Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage

This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Corre...

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Main Authors:	Sharizal Hashim, Norjaya Mohd Yasin
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2012
Online Access:	http://journalarticle.ukm.my/6385/ http://journalarticle.ukm.my/6385/ http://journalarticle.ukm.my/6385/1/Fast_color_scan_to_a_PDF_file_11.DOC

id	ukm-6385
recordtype	eprints
spelling	ukm-63852013-07-01T07:22:12Z http://journalarticle.ukm.my/6385/ Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage Sharizal Hashim, Norjaya Mohd Yasin, This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Correlation analysis is conducted and the results indicate that there are positive and significant relationships among the constructs. Then, Sobel s' test is used to investigate the occurrence of mediation in the study. The result shows service brand equity and brand resonance is significantly related through the mediating effect ofbrand relationship quality. This is in line with the assumption of social exchange theory that anticipates the central discipline of human behaviour is about the quality of the relationship that emerges in the exchange process. Therefore, it is hoped that the findings and discussion will contribute to the theory of consumer behavior, branding and relationship marketing, as well as to offer insightful knowledge for practical consideration. Penerbit Universiti Kebangsaan Malaysia 2012-12 Article PeerReviewed application/msword en http://journalarticle.ukm.my/6385/1/Fast_color_scan_to_a_PDF_file_11.DOC Sharizal Hashim, and Norjaya Mohd Yasin, (2012) Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage. Jurnal Pengurusan, 36 . pp. 123-134. ISSN 0127-2713 http://pkukmweb.ukm.my/penerbit/jurus.htm
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Correlation analysis is conducted and the results indicate that there are positive and significant relationships among the constructs. Then, Sobel s' test is used to investigate the occurrence of mediation in the study. The result shows service brand equity and brand resonance is significantly related through the mediating effect ofbrand relationship quality. This is in line with the assumption of social exchange theory that anticipates the central discipline of human behaviour is about the quality of the relationship that emerges in the exchange process. Therefore, it is hoped that the findings and discussion will contribute to the theory of consumer behavior, branding and relationship marketing, as well as to offer insightful knowledge for practical consideration.
format	Article
author	Sharizal Hashim, Norjaya Mohd Yasin,
spellingShingle	Sharizal Hashim, Norjaya Mohd Yasin, Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
author_facet	Sharizal Hashim, Norjaya Mohd Yasin,
author_sort	Sharizal Hashim,
title	Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
title_short	Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
title_full	Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
title_fullStr	Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
title_full_unstemmed	Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
title_sort	exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2012
url	http://journalarticle.ukm.my/6385/ http://journalarticle.ukm.my/6385/ http://journalarticle.ukm.my/6385/1/Fast_color_scan_to_a_PDF_file_11.DOC
first_indexed	2023-09-18T19:46:46Z
last_indexed	2023-09-18T19:46:46Z
_version_	1777405952520093696

Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage

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