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 Restricted to Repository staff only Download (359kB) |
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 Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Bruno Schivinski |
| Date Deposited: | 09 Oct 2017 09:38 |
| Last Modified: | 02 Aug 2023 17:36 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/19955 |
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