THE RELATION BETWEEN UNAIDED BRAND AWARENESS AND BRAND COMMERCIAL PERFORMANCE: A STUDY AMONG URBAN ROMANIAN CONSUMERS

Ovidiu Moisescu ()

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2009

Abstract: 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.

Keywords: Unaided brand awareness; brand loyalty; repurchase intention; market share. (search for similar items in EconPapers)
JEL-codes: M30 M39 (search for similar items in EconPapers)
Date: 2009
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http://tbs.ubbcluj.ro/RePEc/bbn/journl/2009_1_7_Moisescu.pdf Revised version, 2009 (application/pdf)

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