Journal of the Academy of Marketing Science

, 28:195

An examination of selected marketing mix elements and brand equity


  • Boonghee Yoo
    • St. Cloud State University
  • Naveen Donthu
    • Georgia State University
  • Sungho Lee
    • University of Seoul

DOI: 10.1177/0092070300282002

Cite this article as:
Yoo, B., Donthu, N. & Lee, S. J. of the Acad. Mark. Sci. (2000) 28: 195. doi:10.1177/0092070300282002


This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.

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© Academy of Marketing Science 2000