Consumer-based brand equity
do brand relationships matter?
Abstract
This paper explores the concept of consumerbased brand equity and its relevance in today’s environment. In doing so, we extend the previously used dimensions of brand awareness, image, perceived quality, and loyalty to include the dimension of brand relationship. By conducting an empirical study with brand users in Slovenia, we confirm that brand relationships play a role in brand equity studies and should be considered in further research. Consequently, we argue that brand equity should be theoretically treated as a dynamic concept, where the static evaluation of the consumer’s role is extended to include dynamic co-creation. A practical implication of our findings is that brand managers need to take a more proactive role in forming brand equity and its evaluation.
Keywords
trženje;blagovne znamke;vedenje potrošnikov;marketing;brands;consumer behaviour;
Data
| Language: | English |
|---|---|
| Year of publishing: | 2022 |
| Typology: | 1.01 - Original Scientific Article |
| Organization: | UL EF - Faculty of Economics |
| UDC: | 339.138 |
| COBISS: |
111905795
|
| ISSN: | 1331-0194 |
| Views: | 79 |
| Downloads: | 27 |
| Average score: | 0 (0 votes) |
| Metadata: |
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Other data
| Secondary language: | Croatian |
|---|---|
| Secondary title: | Vrijednost robne marke zasnovane na kupcima |
| Secondary abstract: | U ovom se radu istražuje koncept vrijednosti robne marke, zasnovane na kupcima i njegove relevantnosti u današnjem okruženju. Pritom se proširuju prethodno korištene dimenzije svijesti o robnoj marki, imidžu, percipiranoj kvaliteti i lojalnosti, kako bi se uključila dimenzija odnosa s robnom markom. Korištenjem empirijske studije korisnika robnih marki u Sloveniji, potvrđujemo da odnosi s robnim markama imaju odgovarajuću ulogu u istraživanjima vrijednosti robnih marki te da bi, stoga, trebali biti uključeni u daljnja istraživanja. Također smo utvrdili da se vrijednost robnih marki treba teorijski tretirati kao dinamički koncept, u kojem će se statična evaluacija uloge potrošača proširiti dinamičkom ko-kreacijom. Praktična implikacija naših rezultata odnosi se na potrebu za proaktivnom ulogom menadžera robnih marki u formuliranju vrijednosti robne marke i njezine evaluacije. |
| Secondary keywords: | vrijednost robnih marki zasnovana na kupcima;upravljanje robnim markama;odnosi s robnim markama;lojalnost robnoj marki;svijest o robnoj marki;imidž robne marke;percipirana kvaliteta; |
| Type (COBISS): | Article |
| Pages: | str. 207-212 |
| Volume: | ǂVol. ǂ27 |
| Issue: | ǂiss. ǂ1 |
| Chronology: | 2022 |
| DOI: | 10.30924/mjcmi.27.1.11 |
| ID: | 15702052 |
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2018,
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