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Autor
Łukasik Przemysław (Maria Curie-Skłodowska University in Lublin), Schivinski Bruno (Nottingham Business School)
Tytuł
Antecedents of Consumer-Based Store Brand Equity - Conceptual Model
Antecedencje postrzeganego przez konsumenta kapitału marek własnych - model koncepcyjny
Źródło
Annales Universitatis Mariae Curie-Skłodowska. Sectio H. Oeconomia, 2017, vol. 51, nr 2, s. 169-175, rys., bibliogr. 42 poz.
Słowa kluczowe
Konsument, Marka, Kapitał marki
Consumer, Brand, Brand capital
Uwagi
Klasyfikacja JEL: M31
summ., streszcz.
Abstrakt
Celem artykułu jest prezentacja koncepcyjnego modelu antecedencji postrzeganego przez konsumenta kapitału marek własnych (KMW), który zmierza do identyfikacji efektów postrzegania przez konsumenta wydatków reklamowych związanych z markami własnymi (MW), postawy względem reklamy MW oraz postrzegania przez konsumenta promocji cenowych i niecenowych MW na wymiary KMW zarówno ogółem, jak i w odniesieniu do trzech typów sklepów. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat. Podkreślono znaczenie oczekiwanych wyników dla rozwoju literatury naukowej dotyczącej MW oraz dla praktyków i menedżerów MW. (abstrakt oryginalny)

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.(original abstract)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
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Bibliografia
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Cytowane przez
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ISSN
0459-9586
Język
eng
URI / DOI
http://dx.doi.org/10.17951/h.2017.51.2.169
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