Marketing Communication as a Precedent for Brand Equity

Abstract

In this paper we establish a theoretical and empirical basis that shows the influence of marketing communications, as a marketing effort, on the determination of the product’s brand equity. The theoretical review supports applying analysis techniques based on structural equations models, to empirically confirm the relationship between marketing communication efforts and the dimensions of brand equity: perceived quality, brand loyalty, brand awareness and brand image. This measurement model is verified on a sample group of families whopurchased the chosen lasting goods, which in this case was a washing machine.