Naslov
Associative Network Model of Long-Term Memory as a Framework for an Analysis of Competitiveness

Autori
Rajh, Edo ; Piri Rajh, Sunčana

Izvornik
Tržište (0353-4790) 14 (2002), 1-2; 27-33

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
brand knowledge; associative network model; brand association characteristics; consumer memory; brand equity; competitiveness

Sažetak
Strong brands are an important source of competitive advantage. Customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand, explains how strong brands are differentiated from others. As specified in the definition, brand knowledge is essential in gaining customer-based brand equity and accordingly in gaining competitive advantage as well. This paper analyzes how the position of the brand in consumer memory is related to customer-based brand equity and to the competitiveness of the firm that owns the brand. An associative network model of long-term memory is used as a framework for analysis. In this manner, the theory of consumer behavior is related to the firm&#8217 ; s competitiveness through the customer-based brand equity concept. According to the analyzed theoretical propositions, some activities for the improvement of competitiveness are suggested.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA