The Influence of Brand Equity Constructs on Overall Brand Equity and Its Impact on Brand Image: An Structural Equation Modelling Approach
Kotla Srikanth 1*
School of Management Studies, National Forensic Sciences University, India*
Abstract: The objective of the current research is to determine the effect of perceived quality and brand trust on brand equity; and further investigate the impact of brand equity on brand image by testing a hypothetical model. A structured questionnaire was adopted to gather the responses from 662 patients who utilized the hospital services from one of the leading private hospitals of Hyderabad, India, by adopting a purposive sampling technique. The current research investigated the attributes of brand equity constructs, overall brand equity, and brand image and the results were analysed via confirmatory factor analysis and structural equation modelling using AMOS 21v. The outcomes of the confirmatory factor analysis statistics of the structural model revealed that perceived quality and brand trust have a significant and positive effect on brand equity while brand equity have an insignificant effect on brand image in the study hospital. The current paper is one of the very limited empirical studies that explored the relationships between the brand equity constructs and brand image for a life caring & saving credence-dominant service, particularly in the backdrop of a Hyderabad corporate hospital, which has been ignored by the previous works.
Keywords: Brand equity, brand image, brand trust, perceived quality, private hospital.
