IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxiiy2012i3p51.html
   My bibliography  Save this article

A Model for Assessing the Influence of Lifestyle on Brand Equity

Author

Listed:
  • Pagalea Andreea

    (Academy of Economic Studies, Bucharest)

  • Munteanu Catalin

    (Academy of Economic Studies, Bucharest)

Abstract

A strong and successful brand has become the goal of many organizations, especially in the current socioeconomic context. The conceptual framework developed to achieve this goal sums up several viewpoints on content and measurement of brand equity. Depending on the perspective on brand equity, there are several relevant approaches: customer-based, financial or owner-based brand equity. The approach used in this article is the one proposed by Keller. Benefits associated with a strong brand equity are vast, especially as brand equity has grown to be one of the most important assets of a company. Thus determining factors that have a significant influence on each dimension of brand equity proves to be essential for the success of demarche to build brand equity. A strong determinant but still insufficiently or only partly taken into account is consumer lifestyle. The aim of this paper is to develop a model that provides an integrated conceptualization of lifestyle in building brand equity. .

Suggested Citation

  • Pagalea Andreea & Munteanu Catalin, 2012. "A Model for Assessing the Influence of Lifestyle on Brand Equity," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(3), pages 1-51, Decembre.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:3:p:51
    as

    Download full text from publisher

    File URL: http://stec.univ-ovidius.ro/html/anale/ENG/cuprins%20rezumate/rezumate2012specialissue.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    brand equity; customer-based brand equity; lifestyle;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    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:ovi:oviste:v:xii:y:2012:i:3:p:51. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.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.