Digital Marketing and Consumer Engagement
DOI: 10.4018/978-1-5225-5187-4.ch071
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Radical Transparency and Brand Equity as Key Factors for Successful Business Strategy

Abstract: This chapter analyzes the phenomenon of branding and the related process of creating new value, and thus a sustainable competitive advantage through recognition of the concept of radical transparency. The brand equity is a common denominator of all tangible and intangible resources of the company, the amount of its abilities, of any activity indicating a slightly higher value, any attempt to be better and to achieve more. Therefore, in addition the brand equity is elaborated as a source of value for the busine… Show more

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Cited by 2 publications
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“…Lack of Information encourages information searching, where information transparency is considerably needed so that potential buyers do not spend a lot of energy and costs looking for complete informations about products (Jonker, 2016). If information is more transparent and easier to get, promotion cost and price sensitivity will decrease (Veselinova & Samonikov, 2018). Price Sensitivity is price changes that influences customer's attitude in purchase decisions (Uslu & Huseynli, 2018).…”
Section: Introductionmentioning
confidence: 99%
“…Lack of Information encourages information searching, where information transparency is considerably needed so that potential buyers do not spend a lot of energy and costs looking for complete informations about products (Jonker, 2016). If information is more transparent and easier to get, promotion cost and price sensitivity will decrease (Veselinova & Samonikov, 2018). Price Sensitivity is price changes that influences customer's attitude in purchase decisions (Uslu & Huseynli, 2018).…”
Section: Introductionmentioning
confidence: 99%