Abstract

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a
banking service. The conceptual framework of this study is based on customer-based brand equity called the
Brand Resonance model, which comprises six building blocks, namely, brand salience, brand performance,
brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all
items measuring the six constructs and the results produced only five factors i.e. brand salience, brand
performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of
services. The reliability test on all these factors produced satisfactory reliability coefficients. Correlation analysis
was also conducted on the study variables and the results indicate that there are strong, positive and significant
relationships between brand performance and brand judgment, and between brand performance and brand
feelings. Strong, positive and significant relationships are also found between brand performance and brand
resonance, between brand judgment and brand resonance as well as between brand feelings and brand resonance.
The multiple regression results show that only Brand Feelings, Brand Judgments and Brand Performance 1 have
a significant influence on Brand Resonance.

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