IDEAS home Printed from https://ideas.repec.org/a/bbn/journl/2009_1_7_moisescu.html
   My bibliography  Save this article

The Relation Between Unaided Brand Awareness And Brand Commercial Performance: A Study Among Urban Romanian Consumers

Author

Listed:
  • OVIDIU IOAN MOISESCU

    (Department of Marketing, Faculty of Economics and Business Administration,Babes-Bolyai University of Cluj-Napoca, Romania)

Abstract

The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies approach brands and their value as core elements of their marketing strategies, small and medium sized companies’ marketing managers usually don’t perceive the importance of branding and, even if they do, they lack the necessary information and knowledge in order to reflect branding within correctly underlain marketing strategies. This lack of knowledge is due to limited financial resources and/or poor motivation towards conducting specific studies regarding links and relations between brand dimensions, consumer behavior and commercial performance. The main objective of this paper is to investigate and identify the nature and strength of the relation between brand unaided awareness and brand commercial performance in the case of durable and non-durable products, within the local market segment represented by urban Romanian consumers. From this point of view, brand commercial performance is approached behaviorally, considering two main indicators: brand market share, on one hand, and brand loyalty from the perspective of brand repurchase intention, on the other hand.

Suggested Citation

  • Ovidiu Ioan Moisescu, 2009. "The Relation Between Unaided Brand Awareness And Brand Commercial Performance: A Study Among Urban Romanian Consumers," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2009_1_7_moisescu
    as

    Download full text from publisher

    File URL: http://tbs.ubbcluj.ro/RePEc/bbn/journl/2009_1_7_Moisescu.pdf
    File Function: Revised version, 2009
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Barry L. Bayus, 1992. "Brand Loyalty and Marketing Strategy: An Application to Home Appliances," Marketing Science, INFORMS, vol. 11(1), pages 21-38.
    2. Gilles Laurent & Jean-Noël Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Marketing Science, INFORMS, vol. 14(3_supplem), pages 170-179.
    3. Gilles Laurent & Jean-Noel Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Post-Print hal-00458457, HAL.
    4. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cheng-Jong Lee, 2014. "Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1243-1256, May.
    2. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    3. Das, Gopal, 2014. "Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 284-292.
    4. Li, Zhaolin & Ryan, Jennifer K. & Sun, Daewon, 2017. "Selling through outlets: The impact of quality, product development risk, and market awareness," International Journal of Production Economics, Elsevier, vol. 186(C), pages 71-80.
    5. Hem, Leif Egil & Iversen, Nina Marianne & Olsen, Lars Erling, 2014. "Category characteristics' effects on brand extension attitudes: A research note," Journal of Business Research, Elsevier, vol. 67(8), pages 1589-1594.
    6. Raphaëlle Lambert-Pandraud & Gilles Laurent & Etienne Mullet & Carolyn Yoon, 2017. "Impact of age on brand awareness sets: a turning point in consumers’ early 60s," Marketing Letters, Springer, vol. 28(2), pages 205-218, June.
    7. Adam Duhachek & Anne T. Coughlan & Dawn Iacobucci, 2005. "Results on the Standard Error of the Coefficient Alpha Index of Reliability," Marketing Science, INFORMS, vol. 24(2), pages 294-301, July.
    8. Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.
    9. Francisco Silva & Samir Mamadehussene, 2020. "The Equivalence Between Sequential and Simultaneous Firm Decisions," Documentos de Trabajo 541, Instituto de Economia. Pontificia Universidad Católica de Chile..
    10. Teresa Ruão & Sandra Marinho & Sara Balonas & Ana Duarte Melo & Ana Isabel Lopes, 2016. "Brand Management at a Local Scale: A Case of ‘Ghost Awareness’," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 179-193, April.
    11. Samir Mamadehussene & Francisco Silva, 2023. "Modeling Competition over Multiple Variables under Limited Consumer Awareness," Journal of Industrial Economics, Wiley Blackwell, vol. 71(1), pages 192-211, March.
    12. Oburai, Prathap & Moorthi Y L R & Basalingappa Anita & Kok Wai Chew & Baker Michael J, 2005. "Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations," IIMA Working Papers WP2005-12-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
    13. Brush, Gregory J. & Soutar, Geoffrey N., 2022. "A Rasch analysis of service performance in a tourism context," Journal of Business Research, Elsevier, vol. 139(C), pages 338-353.
    14. Tesfaye Wolde, 2016. "Brand Awareness and Brand Preference for Carbonated Soft Drinks: Evidence from Cadbury Schweppes Ethiopia Research Evidence from Life Experience," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 122-128, June.
    15. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    16. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    17. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    18. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    19. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    20. Romaniuk, Jenni & Nenycz-Thiel, Magda, 2016. "Lapsed buyers' durable brand consideration in emerging markets," Journal of Business Research, Elsevier, vol. 69(9), pages 3645-3651.

    More about this item

    Keywords

    Unaided brand awareness; brand loyalty; repurchase intention; market share.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bbn:journl:2009_1_7_moisescu. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cornelia Pop (email available below). General contact details of provider: https://edirc.repec.org/data/fbubbro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.