Implementing the consumer-based brand equity scale for beer brands - a Tyskie and Żywiec case study

Schivinski, B. ORCID: 0000-0002-4095-1922 and Łukasik, P., 2015. Implementing the consumer-based brand equity scale for beer brands - a Tyskie and Żywiec case study. Problemy Zarządzania, Finansów i Marketingu, 41 (1), pp. 155-163.

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Abstract

The concept and management of brand equity is of great importance to scholars and managers. In this article, brand equity is approached from the consumers’ point of view i.e., consumer-based brand equity (CBBE) in the context of two beer brands offered in Poland – Tyskie and Żywiec. The objective of this article is to demonstrate how managers can implement the CBBE scale as an audit and monitoring instrument to their brands. A sample of 311 respondents was analyzed to generate scores for brand awareness, brand associations, perceived quality, and brand loyalty. Additionally, scores for overall brand equity were also generate. The results demonstrated that the scores of brand awareness for Żywiec was higher than Tyskie, however, Tyskie scored higher for brand associations, perceived quality, and brand loyalty. The brand Tyskie also achieved better overall brand equity scores than Żywiec.

Item Type: Journal article
Publication Title: Problemy Zarządzania, Finansów i Marketingu
Creators: Schivinski, B. and Łukasik, P.
Publisher: Zeszyty Naukowe Uniwersytetu Szczecińskiego
Date: 2015
Volume: 41
Number: 1
Divisions: Schools > Nottingham Business School
Depositing User: Jonathan Gallacher
Date Added: 31 Mar 2016 10:45
Last Modified: 09 Jun 2017 14:00
URI: http://irep.ntu.ac.uk/id/eprint/27258

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