Consumer-based brand equity : do brand relationships matter?

Konečnik Ruzzier, Maja (author), Petek, Nuša (author), Bavdaž, Mojca (author)

This paper explores the concept of consumerbased brand equity and its relevance in today’s environment. In doing so, we extend the previously used dimensions of brand awareness, image, perceived quality, and loyalty to include the dimension of brand relationship. By conducting an empirical study with brand users in Slovenia, we confirm that brand relationships play a role in brand equity studies and should be considered in further research. Consequently, we argue that brand equity should be theoretically treated as a dynamic concept, where the static evaluation of the consumer’s role is extended to include dynamic co-creation. A practical implication of our findings is that brand managers need to take a more proactive role in forming brand equity and its evaluation.

• Language: English
• Keywords: marketing, brands, consumer behaviour, consumer-based brand equity, brand management, brand relationship, brand loyalty, brand awareness, brand image, perceived quality
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: In print
• Publication version: Version of Record
• Year: 2022
• PID: 20.500.12556/RUL-137542
• UDC: 339.138
• ISSN on article: 1331-0194
• DOI: 10.30924/mjcmi.27.1.11
• COBISS.SI-ID: 111905795
• Publication date in RUL: 21.06.2022

Record is a part of a journal

• Title: Management. journal of contemporary management issues
• Shortened title: Management
• Publisher: Sveučilište u Splitu, Ekonomski fakultet
• ISSN: 1331-0194
• COBISS.SI-ID: 3757084

Licences

• License: CC BY-ND 4.0, Creative Commons Attribution-NoDerivatives 4.0 International
• Link: http://creativecommons.org/licenses/by-nd/4.0/
• Description: Under the NoDerivatives Creative Commons license one can take a work released under this license and re-distribute it, but it cannot be shared with others in adapted form, and credit must be provided to the author.
• Licensing start date: 01.01.2022

Secondary language

• Language: Croatian
• Title: Vrijednost robne marke zasnovane na kupcima : jesu li značajni odnosi s robnom markom?

Abstract

U ovom se radu istražuje koncept vrijednosti robne marke, zasnovane na kupcima i njegove relevantnosti u današnjem okruženju. Pritom se proširuju prethodno korištene dimenzije svijesti o robnoj marki, imidžu, percipiranoj kvaliteti i lojalnosti, kako bi se uključila dimenzija odnosa s robnom markom. Korištenjem empirijske studije korisnika robnih marki u Sloveniji, potvrđujemo da odnosi s robnim markama imaju odgovarajuću ulogu u istraživanjima vrijednosti robnih marki te da bi, stoga, trebali biti uključeni u daljnja istraživanja. Također smo utvrdili da se vrijednost robnih marki treba teorijski tretirati kao dinamički koncept, u kojem će se statična evaluacija uloge potrošača proširiti dinamičkom ko-kreacijom. Praktična implikacija naših rezultata odnosi se na potrebu za proaktivnom ulogom menadžera robnih marki u formuliranju vrijednosti robne marke i njezine evaluacije.

• Keywords: vrijednost robnih marki zasnovana na kupcima, upravljanje robnim markama, odnosi s robnim markama, lojalnost robnoj marki, svijest o robnoj marki, imidž robne marke, percipirana kvaliteta