BRAND LOYALTY – A DETERMINANT OF BRAND EQUITY

Claudia Stoian (Bobalca), Daniela-Cornelia Apachitei (), Adriana Manolica () and Teodora Roman ()
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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

Review of Economic and Business Studies, 2014, issue 14, 63-83

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.

Keywords: brand equity; brand loyalty; brand value; brand awareness; brand associations (search for similar items in EconPapers)
JEL-codes: M20 M31 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aic:revebs:y:2014:d:14:bobalcac

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