The relationship between marketing mix elements, brand equity dimensions and overall brand equity: mediating effect of brand equity dimensions in the context of premium skincare brands in Kota Kinabalu, Sabah

• Main Author: Lee, Tzee Yann
• Format: Thesis
• Published: 2013
• Subjects: HD Industries. Land use. Labor
• Online Access: https://eprints.ums.edu.my/id/eprint/8713/

The aim of this study is to determine the relationship between marketing mix elements, brand equity dimensions and overall brand equity in the context of premium skin care brands in Kota Kinabalu, Sabah. Marketing mix elements is the antecedent, brand equity dimensions acts as the mediator and overall brand equity is the outcome. This study adapted Kim and Hyun's (2011) dimensions of marketing mix elements; 1) price, 2) promotion, 3) channel and 4) after-sales service as the antecedents and Yoo et al.'s (2000) brand equity dimensions which consist of 1) perceived quality, 2) brand loyalty and 3) brand awareness/associations as consequences/mediator and overall brand equity as outcome. Data were collected from 230 female respondents who had purchased or used premium skin care products in shopping malls in Kota Kinabalu. SPSS 20 was used to analyze the 230 respondents' data. Multiple linear regression results implied that there are significant relationships between marketing mix elements, brand equity dimensions and overall brand equity. Brand equity dimensions as the mediator revealed that there is significant mediation effect between relationship of marketing mix elements and overall brand equity. Hence, marketers should emphasize on these traits to be applied to the premium skin care brands to enhance overall brand equity towards the brands. Implications and limitations of the study are discussed. Recommendations are also done to assist future research.