Consumer-based brand equity: Do brand relationships matter?
This paper explores the concept of consumer based 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 wi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Split, Faculty of Economics
2022-01-01
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| Series: | Management : Journal of Contemporary Management Issues |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/404703 |
| _version_ | 1797206707049332736 |
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| author | Maja Konečnik Ruzzier Nuša Petek Mojca Bavdaž |
| author_facet | Maja Konečnik Ruzzier Nuša Petek Mojca Bavdaž |
| author_sort | Maja Konečnik Ruzzier |
| collection | DOAJ |
| description | This paper explores the concept of consumer based 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. |
| first_indexed | 2024-04-24T09:11:17Z |
| format | Article |
| id | doaj.art-2bef6f616073436a8b2447e8117ae41f |
| institution | Directory Open Access Journal |
| issn | 1331-0194 1846-3363 |
| language | English |
| last_indexed | 2024-04-24T09:11:17Z |
| publishDate | 2022-01-01 |
| publisher | University of Split, Faculty of Economics |
| record_format | Article |
| series | Management : Journal of Contemporary Management Issues |
| spelling | doaj.art-2bef6f616073436a8b2447e8117ae41f2024-04-15T17:45:13ZengUniversity of Split, Faculty of EconomicsManagement : Journal of Contemporary Management Issues1331-01941846-33632022-01-0127119121210.30924/mjcmi.27.1.11Consumer-based brand equity: Do brand relationships matter?Maja Konečnik Ruzzier0Nuša Petek1Mojca Bavdaž2University of Ljubljana, School of Economics and BusinessUniversity of Ljubljana, School of Economics and BusinessUniversity of Ljubljana, School of Economics and BusinessThis paper explores the concept of consumer based 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.https://hrcak.srce.hr/file/404703consumer-based brand equitybrand managementbrand relationshipbrand loyaltybrand awarenessbrand image |
| spellingShingle | Maja Konečnik Ruzzier Nuša Petek Mojca Bavdaž Consumer-based brand equity: Do brand relationships matter? Management : Journal of Contemporary Management Issues consumer-based brand equity brand management brand relationship brand loyalty brand awareness brand image |
| title | Consumer-based brand equity: Do brand relationships matter? |
| title_full | Consumer-based brand equity: Do brand relationships matter? |
| title_fullStr | Consumer-based brand equity: Do brand relationships matter? |
| title_full_unstemmed | Consumer-based brand equity: Do brand relationships matter? |
| title_short | Consumer-based brand equity: Do brand relationships matter? |
| title_sort | consumer based brand equity do brand relationships matter |
| topic | consumer-based brand equity brand management brand relationship brand loyalty brand awareness brand image |
| url | https://hrcak.srce.hr/file/404703 |
| work_keys_str_mv | AT majakonecnikruzzier consumerbasedbrandequitydobrandrelationshipsmatter AT nusapetek consumerbasedbrandequitydobrandrelationshipsmatter AT mojcabavdaz consumerbasedbrandequitydobrandrelationshipsmatter |