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    Pomiar kapitału marek własnych detalistów

    Łukasik, P. and Schivinski, Bruno (2015) Pomiar kapitału marek własnych detalistów. Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia 49 (1), pp. 81-88. ISSN 0459-9586.

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    Łukasik, Schivinski - 2015 - Pomiar kapitału marek własnych detalistów.pdf - Author's Accepted Manuscript

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    Abstract

    The aim of this paper is to present the concept of store brand equity (also known as private label brand equity), selected methods of its measurement, potential practical implications and directions for future research on this topic. There is a number of articles focused on brand equity referring to the manufacturer's brands, and yet there are not numerous papers related to brand equity of the store brands. Findings provide key directions to store brand managers regarding how to determine, approach and leverage the equity of their store brands.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 09 Oct 2017 12:36
    Last Modified: 27 Jul 2019 12:38
    URI: http://eprints.bbk.ac.uk/id/eprint/19941

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