The Proposal of a Conceptual Model of Brand Equity in the New Logic of Services

ABSTRACT The study about brand value and brand equity is considered one of the main topics in the strategic management of marketing (Webster, 2005). Much emphasis has been given to studies about this subject in relation to services, for presenting characteristics which distinguish them from products (Berry, 2000). Besides that, Vargo and Lusch (2004a) propose a new way of studying services, inspired by the transfer of a logic where tangible goods are the central topic, to a logic in which the intangible aspects and the interaction with the consumer are central (Service-Dominant Logic). In this proposal, brand is a topic forgotten by the authors, in spite of its recognized relevance (Brode, Glynn, Little, 2006). The objective of this article is to propose a conceptual model of brand value antecedents in services under this new approach. Following an exploratory approach a theoretical review is presented about brand equity and the elements of this new dominant logic. A set of antecedents of brand equity is proposed in this context, based on the model of Berry (2000), considering to keep the elements already identified by the author (brand presented by the company, external communication and consumers experience with a company), and indicating the inclusion of the elements Brand Personality and Co-creation. As the result, the study offers a model that can be the base for a new perspective in management and research in services brand equity.

摘要：品牌价值与品牌资产的相关研究，被视为营销战略管理领域的核心议题之一（Webster, 2005）。鉴于服务具备区别于实体产品的独特属性，学界针对服务场景下该主题的研究已获得大量关注（Berry, 2000）。此外，Vargo与Lusch（2004a）提出了服务研究的全新范式：从以有形商品为核心的商品主导逻辑，转向以无形要素与消费者互动为核心的服务主导逻辑（Service-Dominant Logic）。尽管品牌的重要性已得到广泛认可（Brode、Glynn、Little, 2006），但在该范式中，品牌并未得到两位作者应有的重视。本文的研究目标是基于这一全新视角，提出服务领域品牌价值前因的概念模型。本文采用探索性研究方法，对品牌资产及这一新型主导逻辑的核心要素展开理论综述。本文基于Berry（2000）的研究模型，在保留其已识别的三大要素——企业品牌呈现、外部传播及消费者与企业的互动体验——的基础上，提出该语境下品牌资产的一系列前因，并指出应纳入品牌个性与共创两大新增要素。本研究最终提出的模型，可为服务品牌资产的管理与研究提供全新的理论视角与研究基础。