There is a long history of mapping market structure into market power in economic analysis. This paper addresses the validity of this principle for both homogenous and differentiated products industries. While mapping market share dominance into market power may be acceptable for homogenous...

The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies...

Marketing specialists widely accept that brand loyalty, as core component of brand equity, can leverage several positive effects on brand commercial performance and on other dimensions of brand equity, loyalty being both an input and an output from this perspective. Starting from the supposition...