The concept of brand equity - A comparative approach

Moisescu, Ovidiu Ioan (2005): The concept of brand equity - A comparative approach. Published in: The Proceedings of the International Conference „The Impact of European Integration on the National Economy” (2005): pp. 212-220.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: brand equity, brand loyalty, brand awareness, brand associations
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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