PRODUCT QUALITY AS AN IMPORTANT FACTOR IN BRAND BUILDING

Saša Petar and Tajana Marušić
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Saša Petar: Sveučilište Sjever, Koprivnica
Tajana Marušić: Sveučilište Sjever, Koprivnica

Poslovna izvrsnost-Business Excellence, 2019, vol. 13, issue 2, 203-221

Abstract: Brand-consumer relationship is complex and sensitive because brands often reflect consumers’ opinions and attitudes. Consumers establish relationships with brands based on emotions and expect continuity in characteristics they consider important, especially quality. In today’s fast and highly competitive market, maintaining continuity of quality is essential for meeting consumer expectations. The aim of this paper is to explain the characteristics of a brand, the difference between a brand and a product, and the process of brand building. By reviewing current literature, the paper also examines the importance of quality in creating a successful brand that generates positive business results and profits.

Keywords: brand; product; quality (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:zag:busexc:v:13:y:2019:i:2:p:203-221

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