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

    Schivinski, Bruno and Łukasik, P. (2015) Implementing the consumer-based brand equity scale for beer brands – a Tyskie and Żywiec case study. Problemy Zarządzania, Finansów i Marketing 41 (1), pp. 155-163. ISSN 1509-0507.

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    Schivinski, Łukasik - 2015 - IMPLEMENTING THE CONSUMER-BASED BRAND EQUITY SCALE FOR BEER BRANDS – A TYSKIE AND ŻYWIEC CASE STUDY.pdf - Published Version of Record
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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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): beer brands, brand awareness, consumer-based brand equity
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 09 Oct 2017 10:59
    Last Modified: 09 Oct 2017 10:59
    URI: http://eprints.bbk.ac.uk/id/eprint/19949

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