| Autor: |
Susan L. Golicic, Donna F. Davis, Adam J. Marquardt |
| Rok vydání: |
2009 |
| Předmět: |
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| Zdroj: |
The International Journal of Logistics Management. 20:201-212 |
| ISSN: |
0957-4093 |
| DOI: |
10.1108/09574090910981297 |
| Popis: |
Purpose – The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions – brand image and brand awareness – in the context of logistics services. The scales are tested with both logistics service providers and customers.Design/methodology/approach – Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues and logistics practitioners reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a mail survey of logistics service providers and customers.Findings – Findings suggest that brand awareness, brand image, and brand equity scales are valid and reliable in the context of logistics services.Research limitations/implications – While there is a substantial research stream that examines branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in ... |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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