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Tytuł:
Brand As A Source Of Value For Its Buyer And Owner
Autorzy:
Taranko, Teresa
Chmielewski, Krzysztof J.
Powiązania:
https://bibliotekanauki.pl/articles/417378.pdf
Data publikacji:
2014-12-15
Wydawca:
Akademia Leona Koźmińskiego w Warszawie
Tematy:
brand
brand equity
brand building
Opis:
Purpose: This article deals with the creation of the brand and what kind of value it creates for the owner and the customer. Methodology: The article describes an insight on how to create strong brands, why many companies that based their success on a product now decide to create a branded product and how a brand adds value to both the owner of the brand as well as the customer. Findings: The article presents that brands create value for the customers as well as the company or brand owner. Furthermore, the article deals with the creation of strong brands and the underlying factors. Originality/value: This article helps to advance brand marketing theory as well as offers valuable implications and recommendations for practitioners, brand and marketing managers.
Źródło:
Management and Business Administration. Central Europe; 2014, 22, 4; 133-143
2084-3356
Pojawia się w:
Management and Business Administration. Central Europe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumencie
The influence of polish consumers online brand-related activity on brand equity
Autorzy:
Schivinski, Bruno
Łukasik, Przemysław
Powiązania:
https://bibliotekanauki.pl/articles/426480.pdf
Data publikacji:
2015
Wydawca:
Szkoła Główna Handlowa w Warszawie
Tematy:
brand-related activity
brand equity
Opis:
The ways consumers communicate, collaborate and connect with others have been altered by social media. As a result, researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. The authors aimed to understand more on the impact of the consumption, contribution, and creation of brand-related content on consumer's perception of brand equity. To uncover the research gap the authors investigated 766 social media users in order to observe the effects of consumer's online brand-related activities (COBRA) on consumer's based brand equity (CBBE) by using a standardized online survey throughout Poland. To test the conceptual model, there were 203 brands from various branches analyzed. When analyzing the data, the structural equation modeling technique was applied. The results of the empirical studies showed that that consumer's engagement with consumption, contribution, and creation of brand-related activities positively influence their perceptions of brand equity.
Źródło:
e-mentor. Czasopismo naukowe Szkoły Głównej Handlowej w Warszawie; 2015, 5 (62); 77-83
1731-6758
1731-7428
Pojawia się w:
e-mentor. Czasopismo naukowe Szkoły Głównej Handlowej w Warszawie
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Family-based brand equity in the hospitality industry
Kapitał marki bazujący na rodzinnym charakterze przedsiębiorstwa w sektorze usług noclegowych
Autorzy:
Dębski, Maciej
Górska-Warsewicz, Hanna
Skalska, Teresa
Powiązania:
https://bibliotekanauki.pl/articles/581994.pdf
Data publikacji:
2019
Wydawca:
Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Tematy:
family companies
brand equity
hospitality industry
Opis:
The competitiveness of family-owned companies providing accommodation services is an important factor securing their operations. Among the characteristic features of the family-owned companies are: hospitality, the quality of the services provided and the relations between the guest and the owner which are based on mutual trust. Empirical research in the form of CAWI was carried out between 2017-2018 and covered 83 owners of family- -owned businesses. The authors analysed 23 elements characterising the brand of family- owned businesses, including a recognisable logo and name, the quality of the services, trust, openness to guests’ needs. The particular aim of the research was to answer the question of the perception of a brand’s importance among the owners of such companies. The results showed that in their opinion, the brand is responsible for identifying and distinguishing the company, helping to create the company’s image, retaining regular clients and gaining new guests. At the same time, it secures the company’s growth by improving its market power, providing its competitive advantage and generating additional income.
Konkurencyjność przedsiębiorstw rodzinnych świadczących usługi noclegowe jest istotnym czynnikiem gwarantującym ich funkcjonowanie na rynku. Wśród wyróżników firm rodzinnych wymienić można: gościnność, jakość świadczonych usług oraz relacje między gościem a przedsiębiorcą bazujące na zaufaniu. Badania empiryczne w formie CAWI przeprowadzono w latach 2017-2018 wśród 83 przedstawicieli firm rodzinnych. Analizie poddano 23 elementy charakteryzujące markę firm rodzinnych, w tym m.in. rozpozna- walne logo i nazwę, jakość usługi, zaufanie, otwartość na potrzeby gości. Głównym celem badań była odpowiedź na pytanie o percepcje znaczenia marki przez właścicieli obiektów noclegowych. Wyniki dowiodły, że w opinii ankietowanych marka odpowiada za identyfi- kację i wyróżnienie przedsiębiorstwa, umożliwia kształtowanie wizerunku, utrzymanie stałych klientów i pozyskanie nowych gości. Jednocześnie zapewnia rozwój przez zwiększenie siły przetargowej, osiągnięcie przewagi konkurencyjnej i zagwarantowanie dodatkowych przychodów.
Źródło:
Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu; 2019, 63, 10; 161-175
1899-3192
Pojawia się w:
Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The effect of the CEO media coverage on corporate brand equity: evidence from Poland
Autorzy:
Górska, Anna
Mazurek, Grzegorz
Powiązania:
https://bibliotekanauki.pl/articles/19233673.pdf
Data publikacji:
2021
Wydawca:
Instytut Badań Gospodarczych
Tematy:
corporate brand
corporate brand equity
CEO brand
personal brand
Opis:
Research background: Despite increased attention in the literature to the importance of the CEO's brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity. Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand's media coverage and corporate brand equity. Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014-2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO?s personal brand and company brand equity. Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand's relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO?s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.
Źródło:
Oeconomia Copernicana; 2021, 12, 2; 499-523
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The influence of brand awareness and brand image on brand equity – an empirical study of logistics service providers
Autorzy:
Świtała, Marcin
Gamrot, Wojciech
Reformat, Beata
Bilińska-Reformat, Katarzyna
Powiązania:
https://bibliotekanauki.pl/articles/522212.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Brand awareness
Brand equity
Brand image
Logistics service providers
Opis:
Aim/purpose – This article presents the results of research referring to Keller’s brand equity concept. The fundamental objective of the research was to examine the influence of brand awareness and brand image on brand equity. We were also interested which force of influence is greater. Design/methodology/approach – The research was based on secondary and primary sources of information. The primary research was carried out on a sample of 100 enterprises ordering logistics services. Data obtained in such a way was subject to statistical analysis using modelling of structural equations. Findings – Based on the analysis of paths in the model of structural equations, the existence of positive, but weak dependencies between brand awareness, brand image and brand equity was observed. While the results of bootstrap simulations conducted to estimate confidence intervals indicated that differences in the strength of this influence are not statistically significant. Research implications/limitations – The obtained results did not bring sufficient basis to accept or reject hypotheses assuming an essentially positive relationship between brand awareness and brand image and its equity. Simultaneously, the conducted research led to the rejection of the hypothesis in accordance to which the influence of brand awareness on brand equity is smaller than the influence of brand image on brand equity. Originality/value/contribution – Potential causes of differences between the results of our own research and the research presented by Davis, Golicic, & Marquardt (2008) were indicated.
Źródło:
Journal of Economics and Management; 2018, 33; 96-119
1732-1948
Pojawia się w:
Journal of Economics and Management
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Unique elements of Polish city brands in online reviews
Autorzy:
Nowacki, Marek
Powiązania:
https://bibliotekanauki.pl/articles/627580.pdf
Data publikacji:
2019
Wydawca:
Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
Tematy:
brand equity
destinations
cities
TripAdvisor
Text Mining
Opis:
The aim of the paper is to identify unique elements of the brands of Polish cities and to identify similarities and differences between them. The work attempts to answer the following research questions: Which elements significantly differentiate the brands of studied cities in online reviews? and Which of the studied cities are the most similar in terms of brand elements and which differ in this regard. The data for analysis was obtained from TripAdvisor. Reviews about areas of tourist concentration – old markets or old towns – from five Polish cities: Poznań, Wrocław, Kraków, Gdańsk and Warsaw were analysed (N = 5125). The research shows that Gdańsk and Warsaw as well as Poznań and Wrocław have the most similar brand elements. The Kraków brand is the more unique in relation to other cities.
Źródło:
Turyzm; 2019, 29, 1; 63-70
0867-5856
2080-6922
Pojawia się w:
Turyzm
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector
Autorzy:
Brzozowska-Woś, Magdalena
Schivinski, Bruno
Powiązania:
https://bibliotekanauki.pl/articles/1810504.pdf
Data publikacji:
2019-12-02
Wydawca:
Akademia Leona Koźmińskiego w Warszawie
Tematy:
consumer-based brand equity
eWOM
restaurant sector
Opis:
Purpose: This paper focuses on the effects of positive and negative online reviews (eWOM) on the metrics of consumer-based brand equity (CBBE) in the context of the Polish restaurant sector. Methodology: The dedicated online survey was completed by 777 consumers, which we then analyzed with structural equation modeling. Each catering outlet was to allow to order meals online. We used descriptive analysis, confirmatory factor analysis, and path analysis to test the hypotheses. Findings: The findings suggest that positive online reviews affect each CBBE variable in the online catering outlet’s context. In the case of known catering establishment’s offering in the option of plac ing orders via online platforms, negative eWOM only affects the perceived quality and brand loyalty. However, it does not change brand awareness and brand association. Implications: This paper contributes to the body of literature on eWOM, which to date offers very little understanding of the topic of positive and negative online reviews and CBBE dimensions. Moreover, in terms of practical and managerial applications, this study can be used to delineate strategy in terms of management of eWOM to optimize brand strategies.
Źródło:
Central European Management Journal; 2019, 27(3); 2-27
2658-0845
2658-2430
Pojawia się w:
Central European Management Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Analysing brand strength – corporate financial performance link for companies listed on the Warsaw Stock Exchange
Analiza związków pomiędzy siłą marki a wynikami finansowymi przedsiębiorstw notowanych na Giełdzie Papierów Wartościowych w Warszawie
Autorzy:
Urbanek, Grzegorz
Powiązania:
https://bibliotekanauki.pl/articles/424877.pdf
Data publikacji:
2017
Wydawca:
Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Tematy:
brand strength
brand equity
financial performance
shareholders value
profitability ratios
Opis:
The opinion that a strong brand is a valuable resource for a company which may significantly influence company performance and contribute to shareholder value creation is gaining wider acceptance. However, empirical studies which confirm this view are relatively few. The purpose of this article is to examine the link between brand strength and corporate financial performance, including shareholder value creation. A number of performance indicators were used in this study – profitability ratios (ROA, ROE, ROIC) and the shareholder value creation proxy indicator – P/BV. The empirical data regarding brand strength were drawn from the annual ranking of the strength of Polish brands, while the financial data of companies were taken from a panel consisting of 56 companies listed on the Warsaw Stock Exchange, observed over a seven-year period from 2008 to 2014. Numerous regression models were examined in order to test hypotheses on links between brand strength and various financial performance indicators. The obtained results support most of the hypotheses, concluding that there is a statistically significant relationship between brand strength and company performance, although the strength of these relationships differs depending on the type of performance indicator. This study contributes to the development of corporate finance literature as well as value based marketing concepts. Apart from its academic aspects, this paper contributes to business practice development since it demonstrates the legitimacy of marketing investments in brand development.
Źródło:
Econometrics. Ekonometria. Advances in Applied Data Analytics; 2017, 2 (56); 92-103
1507-3866
Pojawia się w:
Econometrics. Ekonometria. Advances in Applied Data Analytics
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Brand as a customer value driver: relationships with customer engagement
Autorzy:
Maciejewski, Grzegorz
Krowicki, Piotr
Powiązania:
https://bibliotekanauki.pl/articles/11364467.pdf
Data publikacji:
2022-03-30
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
Tematy:
brand equity
brand
customer perceived value
perceived value creation
customer engagement
Opis:
This article presents theoretical considerations regarding the concept of 'brand', identifying it as a value driver for customers and defining how important a brand is in the value creation process. Brand-related constructs (brand strength, brand value, brand equity, brand awareness, brand knowledge, brand reputation, brand image, and brand identity) found in the literature are defined, paying particular attention to brand equity as a construct more closely related to the concept of perceived value. The article also discusses the various levels of meaning of a brand and presents the concept of customer engagement (CE), identifying the relationships between a brand, the concept of perceived value, and customer engagement. The conclusions highlight the strong relationships between brands and the category of customer value. Additionally, the article presents the phenomenon of customer engagement as a theoretical perspective for brand identification in the process of customer value creation.
Źródło:
Marketing Instytucji Naukowych i Badawczych; 2022, 43, 1; 53-74
2353-8414
Pojawia się w:
Marketing Instytucji Naukowych i Badawczych
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Cultural codes and brand equity relations – exploratory study and research implications
Autorzy:
Hajdas, Monika
Powiązania:
https://bibliotekanauki.pl/articles/419984.pdf
Data publikacji:
2019
Wydawca:
Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Tematy:
brand equity
cultural branding
cultural codes
multiple case research
Opis:
The aim of the paper is to explore the possible relationships between cultural brand narration and brand equity. The concept of cultural branding has been developed in marketing literature, but there are no studies showing the outcomes of building brand narrations based on residual, dominant and emergent cultural codes and whether these outcomes include effects connected with brand equity. The paper is based on multiple case research. As a result, the author suggests cultural brand narration as an independent variable, and brand equity dimensions as dependent variables. The author then forms one theory proposition and three hypotheses on the relationships between those variables. Based on multiple case research the author suggests that conservative brand narration relates negatively to brand-related effects, whereas popular and progressive brand narrations relate positively to brand-related effects.
Źródło:
Nauki o Zarządzaniu; 2019, 24, 1; 19-27
2080-6000
Pojawia się w:
Nauki o Zarządzaniu
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Pomiar kapitału marek własnych detalistów
Autorzy:
Łukasik, Przemysław
Shivinski, Bruno
Powiązania:
https://bibliotekanauki.pl/articles/610844.pdf
Data publikacji:
2015
Wydawca:
Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Tematy:
store brands, private label brands, brand equity, consumer-based brand equity
marki własne, marki prywatne, kapitał marki, kapitał marki bazujący na konsumencie
Opis:
The aim of this paper is to present the concept of store brand equity (also known as private label brand equity), selected methods of its measurement, potential practical implications and directions for future research on this topic. There is a number of articles focused on brand equity referring to the manufacturer’s brands, and yet there are not numerous papers related to brand equity of the store brands. Findings provide key directions to store brand managers regarding how to determine, approach and leverage the equity of their store brands.
Artykuł nie posiada streszczenia w języku polskim.
Źródło:
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2015, 49, 1
0459-9586
Pojawia się w:
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The progression in employer branding and employee-based brand equity: Scholar API-based systematic literature review
Autorzy:
Krywalski Santiago, Joanna
Powiązania:
https://bibliotekanauki.pl/articles/16006161.pdf
Data publikacji:
2023
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
employer brand
employee-based brand equity
scholar API-based systematic
literature review
Opis:
Aim/purpose - This paper systematically reviews the literature of employer branding (EB) and employee-based brand equity (EBBE) using the Application Programming Interface (API) provided by Google Scholar. While combining EB and EBBE this paper considers both the perspective of current, as well as potential employees and provides a systematization of knowledge related to organizational attractiveness and the impact of employees on the organizational brand. Design/methodology/approach - This study reviews the progresses in employer branding since 2009 to 2022, therefore ranging from the time that the concept of employee-based brand equity was proposed by King and Grace (2009). A four-stage process empowered by was used to review the existing literature: 1) to identify the current tendencies Google Trends search was applied; 2) to search the databases and to identify the most active contributors (publishers and authors) the scholar API was used; 3) PRISMA-S checklist was applied to ensure the rigorousness of systematic literature review; 4) to expose the interdependence of the concepts a bibliometric analysis was conducted using VOSviewer 1.6.18 software; 5) finally this study proposes a comprehensive framework of employer branding. Findings - The research on employer branding has grown substantially in the past decades and various conceptual and empirical studies have advanced the knowledge of both employer and internal branding. Still, the progression in the literature is narrow due to complexity of the field. This study identifies the main dimensions of employer branding and offers a comprehensive framework to systematize the current state of art. Research implications/limitations - The multidisciplinary nature of employer branding has led to a dispersed understanding of constructs and applications in the academic studies. This study focuses on the marketing/branding perspective and does not consider the studies grounded purely in human resource management. Originality/value/contribution - This study increases our understanding of the current literature and new research trends in employer branding and employee-based brand equity. Additionally, it explains the link between EB and EBBE. While applying the recently developed scholar API and artificial intelligence empowered software to conduct the systematic review, this study creates a procedure that can be used by researchers in an array of fields.
Źródło:
Journal of Economics and Management; 2023, 45; 237-289
1732-1948
Pojawia się w:
Journal of Economics and Management
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Student-based brand equity in the business schools sector: an exploratory study
Autorzy:
Charles, Vincent
Gherman, Tatiana
Powiązania:
https://bibliotekanauki.pl/articles/2011316.pdf
Data publikacji:
2015-12-31
Wydawca:
Wydawnictwo Adam Marszałek
Tematy:
business schools
brand loyalty
perceived quality
brand awareness
brand association
brand equity
emerging markets
factor analysis
higher education
Opis:
Faced with increased competition, business schools seem to have realized that having the strongest brands, hence, a distinct image, is vital to strengthening their presence in the education market. It is in this context that the presented paper focuses on assessing the dimensions of brand equity of business schools from the MBA-enrolled student’s perspective, with a specific reference to the Peruvian market. In this regard, it builds an instrument around five dimensions of brand equity, namely, brand loyalty, brand association, brand awareness, perceived quality, and overall brand perception. Additionally, it furnishes a snapshot of the Peruvian business schools sector by means of providing the order of dimensions pertaining to each business school. The analysis suggests that perceived quality seems to be the most important dimension of brand equity, while the overall brand perception is almost always ranked last. Conceptualizing brand equity from the MBA-enrolled student’s perspective can prove to be useful as this framework could assist business schools in designing marketing strategies to improve their brand equity and gain a higher student share.
Źródło:
The New Educational Review; 2015, 42; 165-176
1732-6729
Pojawia się w:
The New Educational Review
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The factors for success and failure of corporate rebranding strategies: the coffee heaven / Costa Coffee case study
Determinanty sukcesu i porażki strategii rebrandingu marki korporacyjnej na przykładzie coffee heaven /Costa Coffee
Autorzy:
Wojciechowska, N.
Powiązania:
https://bibliotekanauki.pl/articles/1381905.pdf
Data publikacji:
2015
Wydawca:
Polskie Wydawnictwo Ekonomiczne
Tematy:
strategia rebrandingu
rebranding korporacyjny
transfer kapitału marki
rebranding strategy
corporate rebranding
brand equity transfer
Opis:
Due to a grand scale of a company’s versatile activities and a broad reach of a corporate brand the final outcome of corporate rebranding is usually spectacular, be it a triumph or fiasco. Therefore, the literature concentrates on the determinants of success and failure of corporate rebranding strategies which are decisive of its result. Many articles contain the so-called rebranding rules a company should abide by when success is the ultimate goal. However numerous publications on corporate rebranding strategies are, there are merely few which put Polish companies under a closer scrutiny. The aim of this article is to answer the research question – what factors stand behind the success of rebranding strategy of coffee heaven / Costa Coffee. The purpose of a lesser importance is to outline determinants both of success and failure of corporate rebranding strategy on the basis of both literature review and the case study. With an attempt to identify the success factors of the corporate rebranding of coffee heaven / Costa Coffee a case study method was selected. The information-oriented sampling consisted of primary and secondary sources, including an interview with Costa Coffee Development Director, marketing and management publications, press releases and interviews with top management and marketing representatives as well as market analyses, international market intelligence data bases, brand ranking lists and international business and financial sources. The research results were factors which contributed to the success of coffee heaven / Costa Coffee corporate rebranding strategy; namely, a properly chosen and implemented type of rebranding strategy, thoughtful distribution of responsibilities, engagement of all resources, including various stakeholder groups.
Z powodu szerokiego zasięgu marki korporacyjnej jak i znaczącej skali działań przedsiębiorstwa, rezultat rebrandingu marki korporacyjnej jest zazwyczaj spektakularny, niezależnie czy jest nim triumf czy porażka. Dlatego też wiele prac poświęconych jest analizie determinant decydujących o sukcesie lub porażce strategii rebrandingu marki korporacyjnej. Niektóre z prac zawierają wytyczne, których, zdaniem autorów, należy ściśle przestrzegać, chcąc uniknąć niepowodzenia. Celem artykułu jest uzyskanie odpowiedzi na pytanie badawcze: jakie czynniki zdeterminowały sukces strategii rebrandingu marki korporacyjnej coffee heaven / Costa Coffee? Drugim celem jest wyszczególnienie determinant sukcesu i porażki strategii rebrandingu marki korporacyjnej w oparciu o weselekcjonowany przegląd literatury oraz studium przypadku. Odpowiedź na pytanie uzyskano poprzez przeprowadzenie studium przypadku. W celu implementacji badania korzystano ze źródeł pierwotnych oraz wtórnych takich jak: wywiady z dyrektorem zarządzającym oraz dyrektorem marketingu, informacje prasowe, raporty oraz analizy branżowe, bazy danych market intelligence, portale branżowe oraz biznesowo-finansowe. Wyniki otrzymane poprzez studium przypadku wykazały, że stosowanie określonych zasad rebrandingu marki korporacyjnego, takich jak wybór i implementacja odpowiedniej strategii, wykorzystanie dostępnych zasobów oraz umiejętna dystrybucja zadań miało wpływ na sukces zmiany marki korporacyjnej coffee heaven w Costa Coffee.
Źródło:
Gospodarka Materiałowa i Logistyka; 2015, 12; 31-40
1231-2037
Pojawia się w:
Gospodarka Materiałowa i Logistyka
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Concept of customer value management as opposed to development and growth of brand equity
Autorzy:
Bartosz, P.
Powiązania:
https://bibliotekanauki.pl/articles/392823.pdf
Data publikacji:
2017
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
brand equity
customer value
customer value management
siła marki
wartość klienta
zarządzanie wartością klienta
Opis:
An academic dependency model between the customer value management and development and growth of brand equity has been laid down in this article. Moreover, recommendations regarding upcoming empirical studies have been made, in order to verify the model.
Źródło:
Organizacja i Zarządzanie : kwartalnik naukowy; 2017, 4; 5-26
1899-6116
Pojawia się w:
Organizacja i Zarządzanie : kwartalnik naukowy
Dostawca treści:
Biblioteka Nauki
Artykuł
Wyświetlanie 1-15 z 26

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