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| Titel: |
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY |
| Auteur: |
Ioan MOISESCU Adriana GICĂ |
| Verschenen in: |
Management & marketing |
| Paginering: | Jaargang 2007 (2007) nr. 1 pagina's 132-139 |
| Jaar: |
2007 |
| Inhoud: |
The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper. |
| Uitgever: |
Universitaria Press Craiova (provided by DOAJ) |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 2 van 25 gevonden artikelen
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