Importance of product quality and service quality in developing brand equity

Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management. Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factors. The purpose of this paper is to analyse the effect of two factors, namely product quality and service quality, on brand equity. It critically reviews past literature that examined the relationship between these factors and briefly summarises their relationship with brand equity. The analysis reveals that product quality and service quality have significant positive effect on developing brand equity. In general, this paper provides some insights and useful guidelines for business practitioners to benefit from product quality and service quality for improving their brand equity. Finally, a conclusion and future research directions are presented.