Rozwój badań nad kapitałem marki bazującym na konsumencie - przegląd literatury

• Autorzy: Bruno Schivinski , Przemysław Łukasik

Warianty tytułu

Research on Consumer-based Brand Equity - Literature Review

• Języki publikacji: PL

Abstrakty

Celem artykułu jest prezentacja koncepcji kapitału marki bazującego na konsumencie (CBBE) oraz dotychczasowego dorobku badawczego w zakresie jego pomiaru. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat, która wyróżnia dwa oddzielne podejścia do pomiaru CBBE: podejście bezpośrednie oraz pośrednie. Artykuł dostarcza menedżerom marki wiedzy na temat głównych kierunków ich działań odnoszących się do określenia, osiągnięcia i podnoszenia poziomu kapitału zarządzanych przez nich marek. (abstrakt oryginalny)

EN

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. (original abstract)

Słowa kluczowe

PL

Marka; Kapitał marki; Konsument; Przegląd literatury

EN

Brand; Brand capital; Consumer; Literature review

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 11 (CD)
• Strony: 74--80

Twórcy

autor

Bruno Schivinski

• Politechnika Gdańska

autor

Przemysław Łukasik

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

Bibliografia

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