CUSTOMER-BASED BRAND EQUITY – AN INNOVATIVE APPROACH

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

THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, 2014, vol. 23, issue 1, 73-81

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.

Keywords: Brand equity; innovation; marketing perspective; accounting perspective; purchase decision (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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