Nowadays, brands are companies’ most valuable assets, adding both economic and strategic value to its proprietors. During the last years, brand valuation has been an intensively analyzed subject among marketing specialists. The value of this asset is often referred to as brand equity which is...

Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand...

Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective...

Nowadays, in an age of globalization, brands are growing ever more valuable. They have to differentiate one product from another, position the offer and also be adaptable both to changes in product lines and ranges, and to evolving consumers’ expectations. The continual increase in the number...

This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using...

Brand loyalty represents a significant factor which leads to the development of business competitiveness and also it is one of the most frequently implemented marketing initiatives by the practitioners. The question of how loyalty develops has been subject to an abundance of research, leading to...

The word brand equity is known to every marketer and they wish that they have positive brand equity for their brands. The question arises why customers will play extra amount for one particular product? There are many variables which create brand equity. These variables include Brand awareness,...

Considering the increasing role and importance of brand loyalty in the context of nowadays fierce competition and the insufficient understanding of this brand equity core dimension by Romanian companies, this paper aims to partially eliminate this knowled

In the last years, the concept of brand equity has received a great deal of attention and still there is no general accepted point of view concerning the subject. This paper tries to emphasize, in a comparative manner, two of the most popular perspectives and approaches regarding the concept,...

In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of...