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2015 | 49 | nr 1 | 81-88
Tytuł artykułu

Pomiar kapitału marek własnych detalistów

Treść / Zawartość
Warianty tytułu
Measuring the Store Brand Equity
Języki publikacji
PL
Abstrakty
Celem artykułu jest przybliżenie istoty pojęcia kapitału marek własnych, zaprezentowanie potencjalnych implikacji praktycznych i przedstawienie kierunków dalszych badań w tym zakresie. (fragment tekstu)
EN
The aim of this paper is to present the concept of store brand equity (also known as private label brand equity), selected methods of its measurement, potential practical implications and directions for future research on this topic. There is a number of articles focused on brand equity referring to the manufacturer's brands, and yet there are not numerous papers related to brand equity of the store brands. Findings provide key directions to store brand managers regarding how to determine, approach and leverage the equity of their store brands. (original abstract)
Rocznik
Tom
49
Numer
Strony
81-88
Opis fizyczny
Twórcy
  • Uniwersytet Marii Curie-Skłodowskiej w Lublinie
  • Politechnika Gdańska
Bibliografia
  • 1. Aaker D.A., Managing Brand Equity Capitalizing on the Value of Brand Name, New York: The Free Press, 1991.
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  • 3. Atilgan E., Aksoy S., Akinci S., Determinants of the Brand Equity: A verification approach in the beverage industry in Turkey, "Marketing Intelligence and Planning" 2005, 23 (3).
  • 4. Bao Y., Bao Y., Sheng S., Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation, "Journal of Business Research" 2011, 64 (2).
  • 5. Beristain J.J., Zorrilla P., The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets, "Journal of Retailing and Consumer Services" 2011, 18.
  • 6. Berry L., Cultivating service brand equity, "Journal of the Academy of Marketing Science" 2000, 28 (1).
  • 7. Burmann C., Jost-Benz M., Riley N., Towards an identity-based brand equity model, "Journal of Business Research" 2009, 62.
  • 8. Calvo-Porral C., Lévy-Mangin J.-P., Private label brands: major perspective of two customer-based brand equity models, "The International Review of Retail, Distribution and Consumer Research" 2014, 24 (4).
  • 9. Calvo-Porral C., Martinez-Fernández V.-A., Juanatey-Boga O., Lévy-Mangin J.-P., What matters to store Brand Equity? An approach to Spanish large retailing in a downturn context, "Investigaciones Europeas de Dirección y Economía de la Empresa" 2013, 19.
  • 10. Christodoulides G., de Chernatony L., Consumer-based brand equity conceptualization and measurement. A literature review, "International Journal of Market Research" 2010, 52 (1).
  • 11. Farquhar P.H., Managing Brand Equity, "Marketing Research" 1989, 48.
  • 12. Kara A., Rojas-Méndes J.I., Kucukemiroglu O., Harcar T., Consumer preferences of store brands: Role of prior experiences and value consciousness, "Journal of Targeting, Measurement and Analysis for Marketing" 2009, 17 (2).
  • 13. Keller K.L., Conceptualizing, Measuring and Managing Customer-Based Brand Equity, "Journal of Marketing" 1993, 57 (1).
  • 14. Keller K.L., Strategiczne zarządzanie marką, Oficyna Wolters Kluwer Business, Warszawa 2011.
  • 15. Łukasik P., Schivinski B., Wpływ postrzeganego ryzyka oraz czynników wizerunkowych na zamiar zakupu marek własnych sieci handlowych, "Marketing i Rynek" 2014a.
  • 16. Łukasik P., Schivinski B., Znaczenie płci w procesie zakupu marek własnych sieci handlowych - analiza wielogrupowa, Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 2014b, w druku.
  • 17. Pappu R., Quester P.G., Cooksey R.W., Consumer-based Brand Equity: improving the measurement - empirical evidence, "Journal of Product and Brand Management" 2005, 14 (3).
  • 18. Pauwels K., Srinivasan S., Who Benefits from Store Brand Entry?, "Marketing Science" 2004, 23 (3).
  • 19. Schivinski B., Dąbrowski D., The consumer-based brand equity inventory: scale construct and validation, GUT FME Working Paper Series A, Gdansk University of Technology, Faculty of Management and Economics 2014, 22 (4).
  • 20. Schivinski B., Dąbrowski D., The effect of social media communication on consumer perceptions of brands, "Journal of Marketing Communications" 2014, DOI 10.1080/13527266.2013.871323.
  • 21. Schivinski B., Dąbrowski D., The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook, GUT FME Working Paper Series A, Gdansk University of Technology, Faculty of Management and Economics 2013, 4 (4).
  • 22. Sharp B., Brand equity and market-based assets of professional service firms, "Journal of Professional Services Marketing" 1995, 13 (1).
  • 23. Sprott D.E., Shimp T.A., Using Product Sampling to Augment the Perceived Quality of Store Brands, "Journal of Retailing" 2004, 80 (4).
  • 24. Tong X., Hawley J.M., Measuring customer-based brand equity: empirical evidence from the sportswear market in China, "Journal of Product and Brand Management" 2009, 18 (4).
  • 25. Tuominen P., Managing Brand Equity, "LTA" 1999, 1.
  • 26. Yoo B., Donthu N., Lee S., An examination of selected marketing mix elements and Brand Equity, "Journal of the Academy of Marketing Science" 2000, 28 (2).
  • 27. Zeithaml V.A., Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence, "Journal of Marketing" 1988, 52 (3).
  • ---
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171335249
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