Salciuviene, Laura; Lee, Kelvin; Chung-Chih Yu
August 2007
Economics & Management;2007, p464
Academic Journal
Much attention has been devoted to brand image in the marketing literature, and marketing managers acknowledge the power of brand in achieving a competitive advantage that can be used to increase market share. Indeed, two questions arise: what makes an effective brand and, second, how the company can effectively communicate it to consumers? The power of a brand's image lies in how consumers perceive it and what they expect from the brand over time, thus consumer knowledge is really the core of brand image formation. Indeed, congruence between brand dimensions and brand associations is a necessary requisite for success. Thus, the main purpose of this research is to investigate the relationship between brand image benefits (functional, experiential and symbolic) and brand preference. This study contributes to the understanding of the assessment of the relationship between functional, experiential and symbolic brand image benefits and brand preference.


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