A study on the influence of service to Brand Equity.

서비스가 브랜드자산에 미치는 영향에 관한 연구

Many studies on brand equity elements have explored factors influencing on marketing mix elements, but the results showed inconsistencies in their findings depending on the types of service. The purpose of this study is to investigate the effect of service on brand equity using service as an initial cause. More specifically, this study examined the effects of perceived quality, brand awareness, brand image, brand loyalty, and customer relationship which consist of brand equity.