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The concept of brand equity - A comparative approach

Author

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  • Moisescu, Ovidiu Ioan

Abstract

In the last years, the concept of brand equity has received a great deal of attention and still there is no general accepted point of view concerning the subject. This paper tries to emphasize, in a comparative manner, two of the most popular perspectives and approaches regarding the concept, extracting the main ideas and dimensions of each.

Suggested Citation

  • Moisescu, Ovidiu Ioan, 2005. "The concept of brand equity - A comparative approach," MPRA Paper 32013, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:32013
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    File URL: https://mpra.ub.uni-muenchen.de/32013/1/MPRA_paper_32013.pdf
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    Cited by:

    1. Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Sanaz Farjam & Xu Hongyi, 2015. "Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(8), pages 14-29, July.

    More about this item

    Keywords

    brand equity; brand loyalty; brand awareness; brand associations;
    All these keywords.

    JEL classification:

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

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