期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2016
卷号：16
期号：1
语种：English
出版社：Ovidius University Press
摘要：Considered as one of the most pregnant way to identify a product, a service or an organization, through specific communication means, the brand has an important role in the process of personalizing and sustaining the image of products, services or organizations. The brand is the essence of products and services and the key to express the market success. A powerful brand has a strong position in the consumers’ minds and can be considered a key point between the consumers’ first preference and choice (when they decide to buy a product) and the high and constant level of quality of that product. What is more, this connection can be created by fulfilling the company’s promises that the offer’s level of quality will be maintained and even increased over a long period of time. The success of a brand is assured by maintaining the consumers’ loyalty, and the consumers’ trust and loyalty will increase the brand equity. The aim of this paper is to present a few theoretical aspects concerning the concepts of brand loyalty and equity.
