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.

 

 

References

Aaker, D. (1991) Managing Brand Equity. New York: The Free Press.
Aaker, D. (2003) The power of the branded differentiator. MIT Sloan Management Review,
45(1), 83-7.
Aaker, D. A. (1996) Measuring brand equity across products and markets. California Management
Review, 38(3), 102–120.
Alhalwaki, H. and Mousa Hamdan, A.M. (2019) ‚Factors affecting the implementation of internationalisation
strategies in higher education institutions: evidence from Bahrain’, International
Journal of Management in Education, Vol. 13, No. 1, pp. 1 – 27.
Ambler, T. (2003) Marketing and the Bottom Line: Creating the Measures of Success. London:
Financial Times/Prentice Hall.
Anselmsson, J., Vestman Bondesson, N., in Johansson, U. (2014) Brand image and customers’
willingness to pay a price premium for food brands. Journal of Product & Brand Management,
23(2), 90–102.
Blackett, T. (1993) Brand and trademark valuation – what’s happening now? Marketing & Research
Today, May, 111-13.
Christodoulides, G. and de Chernatony, L. (2010) Consumer-based brand equity conceptualization
and measurement: a literature review. International Journal of Market Research,
52(1), 43-66.
Christodoulides, G., Cadogan J. W. and Veloutsou, C. (2015) Consumer-based brand equity
measurement: lessons learned from an international study. International Marketing Review,
32(3/4), 307 – 328.
Davcik, N. S., da Silva, R. V., and Hair, J. F. (2015) Towards a unified theory of brand equity:
conceptualizations, taxonomy and avenues for future research Journal of Product &
Brand Management, 24(1), 3 – 17.
Farquhar, P.H. (1989) Managing brand equity. Marketing Research, 1(3), 24-33.
Gibbert, M., Leibold, M. and Probst, G. (2002) Five Styles of Customer Knowledge Management,
and How Smart Companies Use Them to Create Value. European Management
Journal, 20(5), 459-469.

Grønhaug, K., Hem L. and Lines, R. (2002). Exploring the Impact of Product Category Risk
and Consumer Knowledge in Brand Extensions. The Journal of Brand Management, 9(6),
463-476.
Kapferer, J.N. (1997) Strategic Brand Management. London: Kogan Page.
Keller, L. K. (1993) Conceptualizing, Measuring and Managing Customer Based Brand Equity.
Journal of Marketing, 57, 1-22.
Keller, K. and Lehmann, D. (2003) How Do Brands Create Value. Marketing Management,
12(3), 26-31.
Lemon, K. N., Rust, R. T. and Zeithaml, V. A. (2001) What Drives Customer Equity? Marketing
Management, 10(1), 20-25.
Malhotra, N. K. (1999) Marketing Research: An Applied Orientation. New Jersey: Prentice
Hall.
Mourad, M. (2010) Internationalisation: a new positioning strategy in the higher education market.
International Journal of Management in Education, 4(2), 185-200.
Nonaka, I., and Takeuchi, H. (1995) The Knowledge – Creating Company: How Japanese Companies
create the dynamics of innovation. Oxford: Oxford University Press.
Pappu, R., Quester, P. G., and Cooksey, R. W. (2006) Consumer based brand equity and country-
of-origin relationships. European Journal of Marketing, 40(5/6), 696–717.
Richards, I., Foster, D. and Morgan, R. (1998) Brand Knowledge Management: Growing Brand
Equity. Journal of Knowledge Management, 2(1), 47–54.
Sriram, S., Subramanian, B. and Manohar, U.K. (2007) Monitoring the Dynamics of Brand
Equity Using Store-Level Data. Journal of Marketing, 71(2), 61-78.
Teas, K. and Grapentine, T. (1996) Demystifying brand equity. Marketing Research, 8(2), 24-30.
Vukasović, T. (2016) An Empirical Investigation of Brand Equity: A Cross-Country Validation
Analysis. Journal of Global Marketing, 29(5), 251-265.
Vukasović T. (In Press) Knowledge as an Important Factor in the Process of Creating Brand
Equity. Int. J. Innovation and Learning.
Yoo, B., and Donthu, N. (2002) Testing cross-cultural invariance of brand equity creation process.
Journal of Product & Brand Management, 11(6), 380–398.

 

 

Download Full Paper

 

 

 

Association of Economists and Managers of the Balkans – UdEkoM Balkan
179 Ustanicka St, 11000 Belgrade, Republic of Serbia