Dear Md Sarker,
a) A very popular framework used for measuring Brand Equity is the Aaker's model. It can be sourced from "David A. Aaker, Managing Brand Equity, The Free Press, New York, 1994." Aaker suggests that his model can be applied to both goods and services.
b) You can also refer to the framework used in L L Berry's brand equity model that is specifically related to service organizations. The reference source is " Leonard L. Berry, " Cultivating Service Brand Equity", Journal of the Academy of the Marketing Science, December 2000,Volume 28, Issue 1, pp. 128-137.
You could make use of the above two frameworks to measure service brand equity.
With Best Wishes,
Suja R. Nair
Dear Sarker,
good day,
kindly find the attached file regarding some of my research, it may help u,
best regards,
Dr.alhaddad
Article THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS
Article The Effect of Advertising Awareness on Brand Equity in Social Media
Kotler and Keller (2012:277) identify two basic approaches to measuring brand equity. An indirect approach—assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures.
A direct approach—assesses the actual impact of brand knowledge on consumer response to different aspects of the marketing. The two general approaches are complementary and marketers can employ both.
Regards,
Please find below the required. I used Aaker Model to measure brand equity of Telecom companies in Pakistan.
Article Customer-based brand equity and firms' performance in the te...
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