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    Antecedents of consumer-based store brand equity – conceptual model

    Łukasik, P. and Schivinski, Bruno (2017) Antecedents of consumer-based store brand equity – conceptual model. Annales Universitatis Mariae Curie-Skłodowska, sectio H, Oeconomia 51 (2), pp. 169-175. ISSN 0459-9586.

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    Abstract

    The objective of this paper is to present a conceptual model of antecedents of store brand (SB) equity (SBBE) that aims to identify the effects of SB advertising spend, attitudes toward SB advertisements, SB price promotions, and SB non-price promotions on the metrics of SBBE (i.e. SB awareness, SB associations, SB perceived quality, and SB loyalty), overall and with regard to retail format differences across three retail formats. For this purpose an extensive literature review is introduced. This paper provides key directions to brand managers regarding store brand assortment. There is emphasized that the expected outcomes of this research project are not only of great importance to build the academic literature on SBs, but are also of immense value to practitioners and SB managers.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): antecedencje, antecedents, brand equity, kapitał marki, marki prywatne, marki własne, private label brands, store brands, słowa kluczowe
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 09 Oct 2017 12:57
    Last Modified: 09 Oct 2017 12:57
    URI: http://eprints.bbk.ac.uk/id/eprint/19938

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