Tina Vukasović – Doba Faculty Maribor, Prešernova ulica 1, SI – 2000 Maribor, Slovenia
DOI: https://doi.org/10.31410/LIMEN.S.P.2019.1
5th International Scientific-Business Conference – LIMEN 2019 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Graz, Austria, December 12, 2019, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-27-1, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2019
Abstract
The potential to provide customers with information about experience and credence qualities
in advance of purchase has resulted in widespread recognition of the significance of brands in
relation to consumer choice. The paper’s contribution is to present the importance of knowledge management
in the process of creating brand equity in selected companies. A strong and trusted brand
provides the company with competitive advantage and in order to achieve it, employee knowledge is
required. The quantitative research method and a structured questionnaire were used for collecting research
data. Online survey was used as the method of data collection. The research sample comprised
200 respondents, of whom i.e. company employees in selected companies. The distinctive contribution
of this research arises from the examination of brand equity in the context of an emerging market in
selected companies. This paper investigates the role of knowledge management in the process of creating
brand equity.
Keywords
Brand, Brand equity, Knowledge management, Small and medium-sized enterprises, Slovenia.
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