Preliminary communication

https://doi.org/10.30924/mjcmi.27.1.11

Consumer-based brand equity: Do brand relationships matter?

Maja Konečnik Ruzzier orcid.org/0000-0002-9776-1863 ; University of Ljubljana, School of Economics and Business
Nuša Petek ; University of Ljubljana, School of Economics and Business
Mojca Bavdaž orcid.org/0000-0003-1924-7516 ; University of Ljubljana, School of Economics and Business

Abstract

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.

Keywords

consumer-based brand equity; brand management; brand relationship; brand loyalty; brand awareness; brand image; perceived quality

Hrčak ID:

279392

URI

https://hrcak.srce.hr/279392

Publication date:

28.6.2022.

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