The Impact of Cultural Branding on Brand Equity – Exploratory Study

The aim of this article is to explore possible relationships between cultural branding and brand equity. The concept of cultural branding is developing in marketing literature, but there are no studies showing what are the outcomes of such actions and whether these outcomes include effects connected...

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Bibliographic Details
Published inHandel wewne̜trzny (Warszawa) no. 370; p. 213
Main Author Hajdas Monika
Format Journal Article
LanguageEnglish
Published Warsaw Institute for Market, Consumption and Business Cycles Research 01.01.2017
Subjects
Brand equity
Health & beauty aids
Market strategy
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Summary:The aim of this article is to explore possible relationships between cultural branding and brand equity. The concept of cultural branding is developing in marketing literature, but there are no studies showing what are the outcomes of such actions and whether these outcomes include effects connected with brand equity. The paper is based on a single case research: Always sanitary pads and its #LikeAGirl strategy. As a result of case research, the author suggests cultural brand narration as an independent variable, and the following components of brand equity as dependent variables: brand popularity, brand relevance, brand preference, and purchase intent, Author then forms four hypothese on relationships between those variables.
ISSN:0438-5403