Title: Evaluating the brand equity of ride-hailing services from the users' perspective: a cross-country study

Authors: Okaï Ozbal; Teoman Duman; Omer Topaloglu

Addresses: ISG Lab, ISG Business School, 147 Avenue Victor Hugo, 75116, Paris, France ' Business Administration Department, Epoka University, Autostrada Tiranë-Rinas, Km. 12, 1000, Albania ' Silberman College of Business, Fairleigh Dickinson University, 1000 River Road. Teaneck, NJ 07666, USA

Abstract: Recent literature highlights the necessity of adapting conventional brand equity theories to emerging digital business models. To fill this need, the current study proposes a brand resonance model tailored to on-demand ride-hailing brands. The model was tested on 363 ride-hailing users from two diverse countries, the USA and Pakistan. The findings indicate that users' perceptions of value and personal reputation have a direct impact on brand resonance, while brand trust mediates the influence of personal reputation, value, and digital platform performance on brand resonance. Moreover, the study reveals that digital natives in both countries exhibit similar patterns of user behaviour and service expectations. Notably, the study highlights that being a 'trusted brand' is a crucial aspect of the on-demand ride-hailing brand identity.

Keywords: ride-hailing; brand equity; brand trust; sharing economy; digital branding.

DOI: 10.1504/IJTMKT.2024.135670

International Journal of Technology Marketing, 2024 Vol.18 No.1, pp.62 - 90

Received: 26 Oct 2022
Accepted: 15 May 2023
Published online: 21 Dec 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article