Rozwój badań nad kapitałem marki bazującym na konsumencie - przegląd literatury

Schivinski, B. ORCID: 0000-0002-4095-1922 and Łukasik, P., 2014. Rozwój badań nad kapitałem marki bazującym na konsumencie - przegląd literatury. Marketing i Rynek (11), pp. 74-80. ISSN 1231-7853

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The aim of this paper is to present the concept of consumer-based brand equity (CBBE) and the most important studies on its measurement. For this purpose an extensive literature review is introduced. In literature there are two distinguished approaches to capture CBBE: the direct and the indirect measurement. This paper provides key directions to brand managers regarding how to determine, approach and leverage the equity of their brands.

Item Type: Journal article
Alternative Title: Research on consumer-based brand equity - literature review
Publication Title: Marketing i Rynek
Creators: Schivinski, B. and Łukasik, P.
Publisher: Polskie Wydawnictwo Ekonomiczne
Date: 2014
Number: 11
ISSN: 1231-7853
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 23 Nov 2015 14:06
Last Modified: 09 Jun 2017 13:57

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