An examination of selected marketing mix elements and brand equity

  • Boonghee Yoo
  • Naveen Donthu
  • Sungho Lee


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.

Copyright information

© Academy of Marketing Science 2000

Authors and Affiliations

  • Boonghee Yoo
    • 1
  • Naveen Donthu
    • 2
  • Sungho Lee
    • 3
  1. 1.St. Cloud State UniversitySt. CloudUSA
  2. 2.Georgia State UniversityUSA
  3. 3.University of SeoulSeoulKorea

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