engleski

The Relationship Between Sources of Brand Equity and Market Outcomes

This paper examines the relationship between sources of brand equity (brand recall, brand recognition, top-of-mind, and perception of the best company) and market outcomes of brand equity (market share) by deploying a consumer cognition approach to brand equity. Insurance sector provides an example. Measures of brand equity sources were derived from the survey called &#8220 ; Research of the Croatian Financial Market&#8221 ; , while measure of market outcomes of brand equity was taken from the published data directly collected from insurance companies. The results show that the perception of the best company and top-of-mind measure are most highly correlated with market share. Also, the perception of the best company is the best predictor of market share.

brand equity; sources of brand equity; market outcomes of brand equity; insurance companies

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