文章基本信息

标题：Exploring Relationship between Brand Equity and Customer Loyalty on Pharmaceutical Market
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作者：Jasmina Dlačić ; Elvedina Kežman
期刊名称：Economic and Business Review
印刷版ISSN：1580-0466
出版年度：2014
卷号：16
期号：2
页码：121-131
语种：English
出版社：University of Ljubljana
摘要：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.