AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY

Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing strategies and mixes must be shaped accordingly.brand equity, brand loyalty, loyalty degree, brand strategy

THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT

Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets – unaided (brand recall) and aided (brand recognition) – each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. This paper tries to reveal, on one hand, the importance of unaided brand awareness when it comes to consumers’ buying decision and, on the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. The analysis is conducted in a comparative manner, considering the case of durable versus non-durable products, and with focus on urban Romanian consumers.brand aided and unaided awareness, brand choice, perceived risk

Sports Organization Management: Between Constraints and Objectives

AbstractThe economic and social life of an economic agent (organization) is dominated by the specific organization manner and the rapports between the various categories of physical or legal persons who are directly or indirectly involved in its activity and management. Thus, on one hand the managers, on the other the shareholders (present and potential investors) are interested in the economic performance of the company and the ability to influence the distribution of fortune. In this framework the manager holds the main role, being the protagonist of value creation, possessing the managing power and guaranteeing that the other physical and legal persons will get their fair share of the fortune

Environmental Financial Accounting

From a company’s perspective, there seem to be two underlying forces driving company interest in various kinds of environmental performance data that might be considered varieties of accounting. The first is a growing demand from company stakeholders, based on an increased interest in environmental issues. Interested stakeholders are not only the consumers, but also industrial customers, financial institutions and others. For this reason, more and more companies are producing environmental reports, but these are often low on data content, which adversely affects company credibility on environmental issues.environmental financial accounting, environmental management accounting, environmental issues, international accounting standards

THE RELATIONSHIP BETWEEN THE DIMENSIONS OF BRAND LOYALTY. AN EMPIRICAL INVESTIGATION AMONG ROMANIAN URBAN CONSUMERS

Considering the increasing importance of brand loyalty in the context of fierce competition, the paper aimed at empirically investigating, among urban Romanian consumers, the relationship between some of the major dimensions of brand loyalty. Measurement was conducted through five indicators: brand satisfaction, brand repurchase intention in similar buying contexts, brand recommend intention, brand repurchase intention in case of price increase (price elasticity of loyalty) and, respectively, repurchase intention in case of distribution decrease (distribution elasticity of loyalty). The main objective of the research was not only to investigate the relationship between the dimensions of brand loyalty as reflected by the five previous loyalty indicators, but also to suggest a conceptual model of brand loyalty considering the nature and intensity of the identified correlations. The data was collected through an ad-hoc questionnaire based survey, sampling the population by means of a mixture of classical probabilistic and non-probabilistic methods. The results proved positive correlations among loyalty dimensions and allowed us to propose a general model for the relationship between these dimensions.behavioral intend, brand loyalty, extended loyalty, loyalty essence.

AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY

Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing strategies and mixes must be shaped accordingly.brand equity, brand loyalty, loyalty degree, brand strategy.

THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT

Brand awareness, as one of the fundamental dimensions of brand equity, isoften considered to be a prerequisite of consumers’ buying decision, as itrepresents the main factor for including a brand in the consideration set.Brand awareness can also influence consumers’ perceived risk assessmentand their confidence in the purchase decision, due to familiarity with thebrand and its characteristics. On the other hand, brand awareness can bedepicted into at least two facets – unaided (brand recall) and aided (brandrecognition) – each of the two facets having its more or less effectiveinfluence on buying decision and perceived risk assessment. This paper triesto reveal, on one hand, the importance of unaided brand awareness when itcomes to consumers’ buying decision and, on the other hand, the importanceof aided brand awareness when assessing the perceived risk associated withthe purchase. The analysis is conducted in a comparative manner,considering the case of durable versus non-durable products, and with focuson urban Romanian consumers

A COMPARATIVE ANALYSIS REGARDING BRAND NAME STRATEGIES

Nowadays, in an age of globalization, brands are growing ever more valuable. They have to differentiate one product from another, position the offer and also be adaptable both to changes in product lines and ranges, and to evolving consumers’ expectations. The continual increase in the number of products makes branding an increasingly complex business. This paper approaches, in a comparative, critical and impartial manner, the main brand name strategies, revealing the specific features, advantages and disadvantages of each.brand name, brand strategy, brand extension, co-branding

THE INFLUENCE OF MARKET TYPE AND DEMOGRAPHICS ON BRAND LOYALTY: A STUDY AMONG URBAN ROMANIAN CONSUMERS

Considering the increasing role and importance of brand loyalty in the context of nowadays fierce competition and the insufficient understanding of this brand equity core dimension by Romanian companies, this paper aims to partially eliminate this knowle

An Analysis Regarding Descriptive Dimensions of Brand Equity

The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.brand equity, core brand values