The concept of brand equity - A comparative approach

Ovidiu Moisescu ()

MPRA Paper from University Library of Munich, Germany

Abstract: In the last years, the concept of brand equity has received a great deal of attention and still there is no general accepted point of view concerning the subject. This paper tries to emphasize, in a comparative manner, two of the most popular perspectives and approaches regarding the concept, extracting the main ideas and dimensions of each.

Keywords: brand equity; brand loyalty; brand awareness; brand associations (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (2)

Published in The Proceedings of the International Conference „The Impact of European Integration on the National Economy” (2005): pp. 212-220

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:32013

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