BRAND LOYALTY – A DETERMINANT OF BRAND EQUITY

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By: Claudia BOBÂLCĂ, Daniela-Cornelia APACHIŢEI, Adriana MANOLICĂ, Teodora ROMAN
JEL: M20, M31
Keywords: brand equity, brand loyalty, brand value, brand awareness, brand associations

The study aims to develop a model of brand equity for a Romanian women’s clothing brand. The research aims are: (1) to investigate the relation between Brand Awareness/ Brand Associations/ Perceived Quality /Brand Loyalty  and Brand Equity; (2) to investigate the relation between Brand Equity and Brand Value; (3) to investigate the relation between Brand Value,  Purchase Intention and Consumer Willingness to pay a Premium Price. The research methods are the documentary study and the survey based on a quantitative questionnaire. The research sample consists of 120 respondents. The results showed that brand association and brand loyalty have a direct influence on brand equity, while awareness and perceived quality do not display a significant impact on overall brand equity.