Pozycjonowanie jako instrument kreowania kapitału marek sieci detalicznych

• Autorzy: Marzanna Katarzyna Witek-Hajduk , Anna Talipska

Warianty tytułu

Positioning as an Instrument of Creation of Retailers Brands' Capital

• Języki publikacji: PL

Abstrakty

W ostatnich latach obserwuje się dynamiczny rozwój sieci detalicznych i marek detalistów. Niewiele jest publikacji i badań empirycznych na temat kreowania kapitału marek detalistów oraz strategii pozycjonowania jako instrumentu kreowania wizerunku marki detalisty jako jednego z atrybutów kapitału marki. Celem artykułu jest odpowiedź na pytanie: jakie sposoby pozycjonowania marek detalistów są stosowane przez sieci detaliczne działające w Polsce w kontekście kreowania kapitału tych marek. W celu odpowiedzi na pytanie badawcze dokonano krytycznej analizy literatury oraz przeprowadzono ilościowe badania empiryczne z zastosowaniem techniki CATI na próbie 143 losowo wybranych sieci detalicznych. Stwierdzono, że wprawdzie kluczowym sposobem pozycjonowania marek badanych sieci detalicznych jest dobra relacja ceny do jakości/korzyści funkcjonalnych/emocjonalnych, ale istotną rolę odgrywa też pozycjonowanie z odwołaniem do wysokiej jakości/unikatowych korzyści funkcjonalnych, a także wartości ekologicznych, tradycyjnych receptur, pochodzenia z określonego kraju lub regionu, innowacyjności, jako marek premium/superpremium. Niższa cena odgrywa mniejszą rolę jako sposób pozycjonowania marek sieci detalicznych. (abstrakt oryginalny)

EN

In recent years there has been a dynamic development of retailers and retailers' brands. However, there is a small number of publications and empirical research on the creation of retailers brands' capital and positioning strategies as an instrument for creating retailer brand's image as one of the attributes of brand equity. This article aims to answer the question: what ways of retailers' brand positioning are used by retailers operating in Poland in the context of the creation of capital of these brands? In order to answer the research question in-depth literature review of the studied subject as well as quantitative empirical research with the use of CATI technique on a sample of 143 randomly selected retailers have been conducted. Although, it was found that the main way of positioning of the surveyed retailers is a good price to quality/ functional/emotional benefits ratio, important role is also played by positioning with reference to high quality/unique functional benefits as well as to ecological values, traditional recipes, the origin of a particular country or region, innovation, and as a premium/super premium brand. Low price plays a much smaller role as a way of positioning of the retailer's brand. (original abstract)

Słowa kluczowe

PL

Handel detaliczny; Stowarzyszenia detalistów; Pozycjonowanie marki; Kapitał marki; Metoda CATI; Wyniki badań

EN

Retail trade; Association of retailing; Brand positioning; Brand capital; Computer-Assisted Telephone Interviewing (CATI); Research results

• Czasopismo: Zarządzanie i Finanse
• Rocznik: 2015
• Numer: R. 13, nr 3, cz. 2
• Strony: 51--65

Twórcy

autor

Marzanna Katarzyna Witek-Hajduk

• Szkoła Główna Handlowa w Warszawie

autor

Anna Talipska

• Szkoła Główna Handlowa w Warszawie

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