STUDY ON RETAIL BRAND AWARENESS IN RETAIL

Dan Cristian Dabija and Abrudan Ioana Nicoleta ()
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Abrudan Ioana Nicoleta: UBB - FSEGA, Facultatea de Stiinte Economice si Gestiunea Afacerilor

Annals of Faculty of Economics, 2011, vol. 1, issue 2, 742-748

Abstract: Brand awareness, together with other behavioural indicators (sympathy, trust, image, satisfaction or loyalty), is one of the main vectors that has an essential contribution to the outline of brand equity in general and to that of retail brand, in particular. The perception upon these indicators must be taken into consideration by production, service or retail companies in order to be able to identify their position on target markets, and in order to be able to create an adequate strategy that would help them reach the desired positioning. The aim of this paper is, on one hand, to reveal both the dimensions of brand awareness, and the relationship between these and consumers' brand perception and, on the other hand, to offer a suitable instrument to measure awareness level of various retail chains. Questioning of almost 4.000 consumers indicates a significant awareness of the retailers that have been on the selected market for a longer period of time.

Keywords: awareness; recall; recognition; retail brands (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2011
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