A Model for Assessing the Influence of Lifestyle on Brand Equity

Pagalea Andreea () and Munteanu Catalin ()
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Pagalea Andreea: Academy of Economic Studies, Bucharest
Munteanu Catalin: Academy of Economic Studies, Bucharest

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 3, 51

Abstract: A strong and successful brand has become the goal of many organizations, especially in the current socioeconomic context. The conceptual framework developed to achieve this goal sums up several viewpoints on content and measurement of brand equity. Depending on the perspective on brand equity, there are several relevant approaches: customer-based, financial or owner-based brand equity. The approach used in this article is the one proposed by Keller. Benefits associated with a strong brand equity are vast, especially as brand equity has grown to be one of the most important assets of a company. Thus determining factors that have a significant influence on each dimension of brand equity proves to be essential for the success of demarche to build brand equity. A strong determinant but still insufficiently or only partly taken into account is consumer lifestyle. The aim of this paper is to develop a model that provides an integrated conceptualization of lifestyle in building brand equity. .

Keywords: brand equity; customer-based brand equity; lifestyle (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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