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    Rozwój badań nad kapitałem marki bazującym na konsumencie – przegląd literatury

    Schivinski, Bruno and Łukasik, P. (2014) Rozwój badań nad kapitałem marki bazującym na konsumencie – przegląd literatury. Marketing i Rynek Listop (11), pp. 74-80. ISSN 1231-7853.

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    Schivinski, Łukasik - 2014 - Rozwój badań nad kapitałem marki bazującym na konsumencie – przegląd literatury.pdf - Published Version of Record
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    Abstract

    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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): brand, brand equity, 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 09:38
    Last Modified: 09 Oct 2017 09:38
    URI: http://eprints.bbk.ac.uk/id/eprint/19955

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