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Brand Loyalty – A Determinant Of Brand Equity

Author

Listed:
  • Claudia BOBALCA

    () (Alexandru Ioan Cuza University, 11 Carol I Blvd, Iasi, Romania)

  • Daniela-Cornelia APACHITEI

    () (Alexandru Ioan Cuza University, 11 Carol I Blvd, Iasi, Romania)

  • Adriana MANOLICA

    () (Alexandru Ioan Cuza University, 11 Carol I Blvd, Iasi, Romania)

  • Teodora ROMAN

    () (Alexandru Ioan Cuza University, 11 Carol I Blvd, Iasi, Romania)

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.

Suggested Citation

  • Claudia BOBALCA & Daniela-Cornelia APACHITEI & Adriana MANOLICA & Teodora ROMAN, 2014. "Brand Loyalty – A Determinant Of Brand Equity," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 14, pages 63-83, December.
  • Handle: RePEc:aic:revebs:y:2014:d:14:bobalcac
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    References listed on IDEAS

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    1. repec:jes:wpaper:y:2013:v:5:p:626-644 is not listed on IDEAS
    2. Andreia Gabriela ANDREI & Adriana ZAIÞ, 2014. "Perceptions Of Warmth & Competence In Online Networking: An Experimental Analysis Of A Company Launch," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 13, pages 11-29, June.
    3. Oana Tugulea & Claudia Bobalca & Camelia Soponaru, 2013. "City Brand Personality – An International Concept With Regional Appliance In The Tourism Development Strategy," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 5(4), pages 626-644, December.
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    Cited by:

    1. repec:ora:journl:v:1:y:2017:i:1:p:869-876 is not listed on IDEAS

    More about this item

    Keywords

    brand equity; brand loyalty; brand value; brand awareness; brand associations;

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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