The Relation Between Unaided Brand Awareness And Brand Commercial Performance: A Study Among Urban Romanian Consumers
The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies approach brands and their value as core elements of their marketing strategies, small and medium sized companies’ marketing managers usually don’t perceive the importance of branding and, even if they do, they lack the necessary information and knowledge in order to reflect branding within correctly underlain marketing strategies. This lack of knowledge is due to limited financial resources and/or poor motivation towards conducting specific studies regarding links and relations between brand dimensions, consumer behavior and commercial performance. The main objective of this paper is to investigate and identify the nature and strength of the relation between brand unaided awareness and brand commercial performance in the case of durable and non-durable products, within the local market segment represented by urban Romanian consumers. From this point of view, brand commercial performance is approached behaviorally, considering two main indicators: brand market share, on one hand, and brand loyalty from the perspective of brand repurchase intention, on the other hand.
Volume (Year): (2009)
Issue (Month): ()
|Contact details of provider:|| Postal: |
Phone: 004 0264 599170
Fax: 004 0264 590110
Web page: http://www.tbs.ubbcluj.ro/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:bbn:journl:2009_1_7_moisescu. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Cornelia Pop)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.