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2014•RePEc: Research Papers in EconomicsRequires access

BRAND LOYALTY A DETERMINANT OF BRAND EQUITY

Claudia Bobâlcă, Daniela-Cornelia Apachitei, Adriana Manolică, Teodora Roman

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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.

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What this paper is about

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.

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Available 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.

Key concepts: Brand equity, Brand awareness, Brand loyalty, Brand management, Advertising, Brand extension, Business, Marketing

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