Thomas Bamert’s research while affiliated with University of Zurich and other places

Purpose – Brand equity has been a topic of interest in consumer goods markets for many years. Several studies suggest that existing consumer-based measures of brand equity, which have traditionally been used in the consumer goods markets, can also be used to capture brand equity in the services markets. The purpose of this research is to assess the quality dimension in consumer-based measurers of brand equity in the context of services and to compare it with consumer goods. Design/methodology/approach – A pilot and a main study were conducted. Nine different brands were tested in a consumer-based experimental online survey. Each participant was assigned randomly to one brand. Findings – In the consumer goods markets customer service can be considered as a marketing instrument. In the services markets customer service is a part of the perceived quality of a service. Research limitations/implications – The implication leads to the question whether existing measures of brand equity in consumer goods markets should be used without adaptation in services markets. The findings show that the consumer-based brand equity should be measured different in these markets. Concerning the differences the findings show also that customer service can be seen as a marketing instrument in consumer goods markets and a part of the perceived service quality in services markets. Originality/value – There is a lack of research in the difference of measuring brand equity between consumer goods and services. This paper explores this difference of measuring brand equity.