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Brand Image Perception: Case-study at Volkswagen AG

Author

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  • Dumitriu Roxana Ioana

    (University of Craiova)

Abstract

In this paper I studied the perception of brand image within the Romanian consumers. Brand holders want their brands to enjoy a strong awareness and notoriety. Brand image is an important constituent of customer mind-set, the value of the brand belonging to the customers. Various instruments were set up to measure the brand image. I used the customer based brand equity model to measure the attitudes of the Romanian consumers toward the Volkswagen brand. The objective of the study was, at theoretical level, to asses the explanation power of the customer based brand equity model and, for the practical purpose, to see how Volkswagen brand perform for the Romanian public. As a methodology I selected a sample of students from the University of Craiova. The results showed that the customer based brand equity model is useful tool in assessing the brand image and that Volkswagen is an appreciated brand

Suggested Citation

  • Dumitriu Roxana Ioana, 2012. "Brand Image Perception: Case-study at Volkswagen AG," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 713-717, Decembre.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:2:p:713-717
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    More about this item

    Keywords

    brand image; brand associations; awareness; Volkswagen.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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