Naslov
Exploring relationship between brand equity and customer loyalty on pharmaceutical market

Autori
Dlačić, Jasmina ; Kežman, Elvedina

Izvornik
Economic and business review (1580-0466) 16 (2014), 2; 121-131

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

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
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.

POVEZANOST RADA