Hrvatska znanstvena bibliografija (CROSBI)



Pregled bibliografske jedinice broj: 656397

Časopis

Autori: Dlačić, Jasmina; Kežman, Elvedina
Naslov: Exploring relationship between brand equity and customer loyalty on pharmaceutical market
Izvornik: Economic and business review (2335-4216) 16 (2014), 2; 121-131
Vrsta rada: članak
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.
Projekt / tema: 13.02.1.2.01
Izvorni jezik: ENG
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
URL Internet adrese: http://ojs.ebrjournal.net/ojs/index.php/ebr/article/view/305/pdf_9
http://ojs.ebrjournal.net/ojs/index.php/ebr/article/view/305
URL cjelovitog teksta: http://ojs.ebrjournal.net/ojs/index.php/ebr/article/view/305/pdf_9
Google Scholar: Exploring relationship between brand equity and customer loyalty on pharmaceutical market
Upisao u CROSBI: Jasmina Dlačić (jasmina.dlacic@ri.t-com.hr), 20. Stu. 2013. u 22:51 sati
Napomene:
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.