КОНЦЕПТУАЛИЗИРАНЕ ЦЕННОСТТА НА БРАНДА
CONCEPTUALISING BRAND EQUITY

Summary/Abstract: The current paper reviews the existing conceptual problems related to brand equity as a latent consumer construct. The main aims are defining the place of brand equity, based on the existing knowledge, as well as to give a conceptual definition, taking into account its antecedents and benefits for the end consumer. The conceptualisation is supported by joint frequencies, cluster, and correspondence analysis of the most prominent definitions in the literature using the Hamlet II 3.0 software product.

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