UTJECAJ ČIMBENIKA POZNATOST MARKE, PERCEPCIJA KVALITETE I AKTIVNOSTI DIGITALNOG MARKETINGA NA TRŽIŠNU VRIJEDNOST MARKE NA PRIMJERU HRVATSKOG PODUZEĆA KATEME

In today’s competitive environment, branding is an important factor that differentiates similar products and services in the minds of consumers and makes them more desirable to consumers. A brand reflects the authenticity, value, and commitment to products and services (Bilgin, 2018). The market value of a brand is a key variable on which the company's success, growth and consumer perception depend. The value of this paper is in the fact that the research of the brand equity in the industry of antiques, collectibles and antique furniture at the global level is insufficiently presented in the research and papers regarding this issue are rare. This empirical research aimed to determine the impact of brand awareness, perceived quality and digital marketing efforts on the brand equity, and to what extent and to further analyse brand perception in the antiques, collectibles and antique furniture industry in the case of a firm based in Koprivnica (Northern Croatia). Statistical tests, including reliability, validity test, correlation analysis, and regression analysis were used during this study. The results of this research suggest that brand awareness and digital marketing efforts positively and significantly affect the brand equity, while the perceived quality is not statistically significant in explaining the dependent variable. The scientific contribution of this research is reflected in the fact that this paper can be used as a basis for further research in this poorly researched industry and the findings and the model can be applied to other industries, especially to increase the competitiveness of small and medium enterprises. The paper suggests that marketers should carefully consider the dimensions of brand equity when designing their brand strategies.