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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Łukasik, Schivinski - 2017 - Antecedents of Consumer-Based Store Brand Equity – Conceptual Model.pdf - Published Version of Record Available under License Creative Commons Attribution. Download (305kB) | Preview |
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 Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Bruno Schivinski |
| Date Deposited: | 09 Oct 2017 12:57 |
| Last Modified: | 02 Aug 2023 17:36 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/19938 |
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