BRAND LOYALTY – A DETERMINANT OF BRAND EQUITY
BRAND LOYALTY – A DETERMINANT OF BRAND EQUITY
Author(s): Claudia Bobâlcă, Daniela-Cornelia APACHIŢEI, Adriana Manolica, Teodora RomanSubject(s): Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: brand equity; brand loyalty; brand value; brand awareness; brand Associations;
Summary/Abstract: The study aims to develop a model of brand equity for a Romanian women’s clothing brand. The research aims are: (1) to investigate the relation between Brand Awareness/ Brand Associations/ Perceived Quality /Brand Loyalty and Brand Equity; (2) to investigate the relation between Brand Equity and Brand Value; (3) to investigate the relation between Brand Value, Purchase Intention and Consumer Willingness to pay a Premium Price. The research methods are the documentary study and the survey based on a quantitative questionnaire. The research sample consists of 120 respondents. The results showed that brand association and brand loyalty have a direct influence on brand equity, while awareness and perceived quality do not display a significant impact on overall brand equity.
Journal: Review of Economic and Business Studies (REBS)
- Issue Year: 2014
- Issue No: 14
- Page Range: 63-83
- Page Count: 21
- Language: English
