Economics at your fingertips  


Vlad I. Rosca and Cristina Veronica Partenie

Journal of Community Positive Practices, 2018, issue 4, 19-28

Abstract: This research takes the form of an essay with two-folded goals: to bring further clarifications on the concept of brand equity, as it was discussed in the branding literature, while at the same time presenting the frameworks that could help both practitioners and researchers to measure the power of a brand. For this purpose, the authors have reviewed the existing literature, and discussed the most important perspectives on the topic: the financial-based and consumer-based brand equity, while at the same time debating the limitations of each one. The findings have implications for future research into a holistic approach to brand equity, that should see an increase of the customer’s perceived brand equity.

Keywords: brand value; customer based brand equity; branding; marketing (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link) ... R-BASED+BRAND+EQUITY First version, 2018 (application/pdf) ... BRAND+EQUITY#articol First version, 2018 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

More articles in Journal of Community Positive Practices from Catalactica NGO
Bibliographic data for series maintained by Marian Matei ().

Page updated 2019-08-03
Handle: RePEc:cta:jcppxx:4182