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Customer-Based Brand Equity – An Innovative Approach

Author

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  • Adrian BRUNELLO

    (Romanian Academy, Iasi Branch, "Gh. Zane" Institute of Economical and Social Researches, Romania)

Abstract

Brands are an integral part of today’s marketplace. The area of brand equity has received significant research attention in recent years. The fields of brand and innovation management are strongly interrelated. Innovation plays a significant role in establishing brand equity. Strong brands are triggered by innovation, and they also represent a significant source of innovation. The purpose of this article is to summarize the existing literature on brand equity, customer-based brand equity, the relationship between brand equity and innovation and the influence that brand equity has on the purchase decision.

Suggested Citation

  • Adrian BRUNELLO, 2014. "Customer-Based Brand Equity – An Innovative Approach," THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, Gheorghe Zane Institute for Economic and Social Research ( from THE ROMANIAN ACADEMY, JASSY BRANCH), vol. 23(1), pages 73-81.
    • Handle: RePEc:zan:ygzier:v:23:y:2014:i:1:p:73-81
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    References listed on IDEAS

    as
    1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    2. Jorge M. Oliveira-Castro & Gordon R. Foxall & Victoria K. James & Roberta H.B.F. Pohl & Moema B. Dias & Shing W. Chang, 2008. "Consumer-based brand equity and brand performance," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 445-461, May.
    3. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    4. Liao, Shuling & Cheng, Colin C.J., 2014. "Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2919-2925.
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    Cited by:

    1. Fayez Bassam Shriedeh & Noor Hasmini Abd. Ghani, 2016. "Innovation`s effect on brand equity: Insights from medical tourists," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(8), pages 176-184, August.

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