Business Excellence, Vol. 13 No. 2, 2019.
Review article
https://doi.org/10.22598/pi-be/2019.13.2.203
PRODUCT QUALITY AS AN IMPORTANT FACTOR IN BRAND BUILDING
Saša Petar
orcid.org/0000-0001-5142-1508
; Sveučilište Sjever, Koprivnica
Tajana Marušić
orcid.org/0000-0002-5328-4006
; Sveučilište Sjever, Koprivnica
Abstract
Brand-consumer relationship is complex and sensitive because brands often
reflect consumers' opinions and attitudes. Consumers establish a relationship based on
emotions with brands and expect that certain important characteristics that they
associate with a brand do not change. In particular, they expect continuity in quality,
which is considered to be one of the key determinants of building a successful brand. In
today's extremely fast and competitive market, it is more important for brands than ever
to maintain continuity of quality and thus meet consumer expectations. The aim of this
paper is to explain in more detail the characteristics of a brand, as well as the difference
between a brand and a product, and the process of building a brand itself. By reviewing
the available and current literature, this paper also aims to examine more closely the
importance of quality in the process of creating a successful brand, which then generates
positive business results and profits.
Keywords
Hrčak ID:
230053
URI
Publication date:
12.12.2019.
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