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• W2022339768 abstract "This study attempts to verify the determinants of brand equity of services based on consumers’ perception of abanking service. The conceptual framework of this study is based on customer-based brand equity called theBrand Resonance model, which comprises six building blocks, namely, brand salience, brand performance,brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on allitems measuring the six constructs and the results produced only five factors i.e. brand salience, brandperformance, brand judgments, brand feelings and brand resonance as the determinants of brand equity ofservices. The reliability test on all these factors produced satisfactory reliability coefficients. Correlation analysiswas also conducted on the study variables and the results indicate that there are strong, positive and significantrelationships between brand performance and brand judgment, and between brand performance and brandfeelings. Strong, positive and significant relationships are also found between brand performance and brandresonance, between brand judgment and brand resonance as well as between brand feelings and brand resonance.The multiple regression results show that only Brand Feelings, Brand Judgments and Brand Performance 1 havea significant influence on Brand Resonance." @default.
• W2022339768 created "2016-06-24" @default.
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• W2022339768 date "2010-10-20" @default.
• W2022339768 modified "2023-10-04" @default.
• W2022339768 title "Analyzing the Brand Equity and Resonance of Banking Services: Malaysian Consumer Perspective" @default.
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• W2022339768 doi "https://doi.org/10.5539/ijms.v2n2p180" @default.
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