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Scientific paper - Original scientific paper
THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY
Economic research - Ekonomska istraživanja, 22 (2009), 4; 69-83. urn:nbn:hr:213:652860
Rajh, Edo; Ozretić Došen, Đurđana

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Rajh, E. & Ozretić Došen, Đ. (2009). THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY. Economic research - Ekonomska istraživanja, 22. (4), 69-83. Retrieved from https://urn.nsk.hr/urn:nbn:hr:213:652860

Rajh, Edo and Đurđana Ozretić Došen. "THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY." Economic research - Ekonomska istraživanja, vol. 22, no. 4, 2009, pp. 69-83. https://urn.nsk.hr/urn:nbn:hr:213:652860

Rajh, Edo and Đurđana Ozretić Došen. "THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY." Economic research - Ekonomska istraživanja 22, no. 4 (2009): 69-83. https://urn.nsk.hr/urn:nbn:hr:213:652860

Rajh, E. and Ozretić Došen, Đ. (2009) 'THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY', Economic research - Ekonomska istraživanja, 22(4), pp. 69-83. Available at: https://urn.nsk.hr/urn:nbn:hr:213:652860 (Accessed 18 November 2024)

Rajh E, Ozretić Došen Đ. THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY. Economic research - Ekonomska istraživanja [Internet]. 2009 December 10 [cited 2024 November 18];22(4):69-83. Available at: https://urn.nsk.hr/urn:nbn:hr:213:652860

E. Rajh and Đ. Ozretić Došen, "THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY", Economic research - Ekonomska istraživanja, vol. 22, no. 4, pp. 69-83, December 2009. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:213:652860. [Accessed: 18 November 2024]

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Metadata
Title (english)THE EFFECTS OF MARKETING MIX ELEMENTS ON SERVICE BRAND EQUITY
Title (croatian)EFEKTI MARKETING MIXA NA TRŽIŠNU VRIJEDNOST MARAKA U USLUŽNOM SEKTORU
AuthorEdo Rajh
MBZ: 241781
AuthorĐurđana Ozretić Došen
Author's institutionThe Institute of Economics, Zagreb
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
This paper explores the effects of selected marketing mix elements on service brand equity. Research hypotheses about the relationship between marketing mix elements, brand equity dimensions and brand equity itself, in the context of service brands, are defined on the basis of the literature review. A survey was conducted in order to collect relevant empirical data. Structural equation modeling is used to test research hypotheses. The findings of the research indicate that some marketing mix elements may have a negative effect on service brand equity. Also, the findings suggest that advertising, employees, interior appearance, price level and service operation have a positive effect on service brand equity. The results indicate the importance of a strategic approach to building service brands, with establishing the equity of service brands being the long-term goal. The main contribution of this paper comes from the findings about the effects of different marketing mix elements on service brand equity, and the importance of a strategic approach to building and managing service brands.
Abstract (croatian)
U radu se istražuje utjecaj odabranih elemenata marketinškog miksa na tržišnu vrijednost maraka u uslužnom sektoru. Na temelju pregleda relevantne znanstvene literature definirane su hipoteze o odnosu između elemenata marketinškog miksa, dimenzija tržišne vrijednosti marke i same tržišne vrijednosti marke. Provedeno je anketno istraživanje kako bi se prikupili relevantni empirijski podaci. Hipoteze su testirane metodom modeliranja strukturnih jednadžbi. Rezultati istraživanae upućuju na zaključak da neki elementi marketinškog miksa mogu imati negativan utjecaj na tržišnu vrijednost marke u uslužnom sektoru. Također, rezultati upućuju na zaključak o pozitivnom utjecaju oglašavanja, zaposlenika, fizičkog izgleda mjesta pružanja usluga, razine cijena i procesa pružanja usluga na tržišnu vrijednost marke u uslužnom sektoru. Na temelju rezultata istraživanja autori zaključuju o važnosti strateškog pristupa u upravljanju markama u uslužnom sektoru, pri čemu se tržišna vrijednost marke nameće kao bitan dugoročni cilj upravljanja markom. Doprinos ovog rada se sastoji u identificiranju utjecaja pojedinih elemenata marketinškog miksa na tržišnu vrijednost marke u uslužnom sektoru, te u utvrđivanju važnosti strateškog pristupa u upravljanju markama u uslužnom sektoru.
Keywords (english)
Keywords (croatian)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEconomic research - Ekonomska istraživanja
Numberingvol. 22, no. 4, pp. 69-83
p-ISSN1331-677X
e-ISSN1848-9664
URN:NBNurn:nbn:hr:213:652860
Publication2009-12-10
Document URLhttp://hrcak.srce.hr/48177
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-16 09:08:31