The Influence of Brand Awareness and Other Dimensions of Brand Equity in Consumer`s Behaviour: The „Affordable Luxury†Strategy

Zaif Alexandra () and Alina Elena Cerchia ()
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Zaif Alexandra: †Transilvania†University of Brasov
Alina Elena Cerchia: „Valahia†University of Targoviste

Ovidius University Annals, Economic Sciences Series, 2018, vol. XVIII, issue 1, 422-427

Abstract: Brand equity is well known for playing a fundamental role in consumer`s puchasedecision,taking into consideration the fact that customers will have a more positive response whenfacing a well-known,familiar brand. The purpose of this paper is to reveal the impact of brand awareness and other brand equitydimensions such as brand loyalty,perceived quality and brand association on consumer`sbehaviour; we will try particularly try to determine in which measure the above-mentioned factorscan influence customer`s buying decisions.The study is based upon previous research studiesconducted by other authors, as well as a study case in which we will show the effects of variousmarketing strategies focusing on the respective dimensions(brand awareness,brandloyalty,perceived quality and brand association) on buyers` purchase decisions and their influenceon the overall brand image(the study will be focused upon luxury brands and their strategies toreach out and attract a larger number of consumers of wider socio-economical backgrounds,bycreatin,†affordable luxury†).

Keywords: brand awareness; brand loyalty; perceived quality; consumer behaviour (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xviii:y:2018:i:1:p:422-427

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