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RESEARCH PRODUCT

Building Brand Equity via Product Quality

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Abstract A practical approach is proposed to building brand equity via product quality. It identifies the relevant marketing activities and determines the extent to which these activities contribute to brand equity. Specifically, the proposed brand equity model relates marketing activities to brand equity. This indicates a practical way to assess the importance and adequacy of a company's daily operation in contributing to its brand equity. The importance-efficiency mix further provides management with feasible suggestions on adjusting their marketing activities. Then, based on an importance-efficiency matrix, company resources can be adjusted to enhance brand equity. An empirical study with an insurance company was conducted to illustrate the proposed approach. Using this approach, the insurance company has successfully enhanced their brand equity. This clearly attests to the managerial value of the proposed approach. Research implications and future research avenues were discussed.