Year: 2016
Type: article
Study design: Observational Study
Abstract: This article addresses brand equity and the ‘trust’ factor in it. The latter is perceived as highly crucial \nin brand-consumer relationship, embracing positive image of given brand and high level of loyalty. \nThe study aims to clarify the ‘trust’ notion by demonstrating the brand equity status of the three \ncompanies providing mobile services in Bulgaria. It included questionnaire based on David Aarker’s \nbrand equity model, with sample of 375 respondents. The data was processed by SPSS 2010 software. \nEven the leader in the sector could suffer the lack of trust which would drive to negative market results \nin the future. Relying on the study we could put consumer’s trust between ‘satisfaction’ and ‘loyalty’, \nbut ‘image’ demonstrates strong correlation with the latter. The Aaker’s model itself is not enough for \nexhaustive conclusions about the multidimensional nature of brand equity and especially in the study \nit was not applied in its entireness.
Author: Dimitar Trendafilov
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2603469137