The nature and antecedents of brand equity and its dimensions

Abstract Purpose – The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall customer‐based hospital brand equity. Design/methodology/approach – Measurement items for each variable are developed by integrating existing literature and qualitative in‐depth interviews with patients who have either used, or are using hospital services in India. Face‐to‐face interviews with patients were conducted to obtain 902 usable data points. Psychometric properties of the measurement instrument were satisfactory. Data were analyzed using structural equation modelling to test the influences of different dimensions of brand experience on brand equity dimensions and on overall hospital brand equity. Findings – The study found that brand experience is an important factor influencing hospital brand equity. The study provides evidence that the brand experience dimensions (sensory, affective, behavioural and intellectual) positively influence the five brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty). The study also confirms the influence of brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty) on customer‐based hospital brand equity. Originality/value – The distinctive contribution of this research is that it examines the effect of brand experience on customer‐based brand equity in the context of a credence‐based service in an emerging economy. Such a work is essential in understanding the importance of experiential marketing in an emerging economy for building a strong service brand.