engleski

Exploring relationship between brand equity and customer loyalty on pharmaceutical market

By maintaining continuous satisfaction and high level of the brand’s equity the customers express the intention of long-term buying of product and their choice spreads on other products in the organization’s portfolio. By developing a brand which represents value to the customers, the customers’ satisfaction will grow reinforcing relationship between satisfaction and brand development. Purpose of this paper is to obtain insight about the relationship between elements of brand equity and customer loyalty among self-medication products. The research results show that elements of brand equity do increase customer brand loyalty. But not all elements do contribute in the same manner.

customer loyalty ; brand equity ; brand awareness ; perceived quality ; trust ; pharmaceutical market

Prva verzija rada objavljena je u Zborniku radova 23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights (pp4481-490), sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953- 7842-16-1.