PL EN


2015 | 49 | 3 | 117-124
Article title

Effects of Store Brand Perceived Risk on Buyers’ Behavior – Four Decades of Research Overview

Content
Title variants
PL
Wpływ postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców – przegląd czterech dekad badań
Languages of publication
EN
Abstracts
PL
Celem artykułu jest prezentacja pojęcia postrzeganego przez konsumentów ryzyka związanego z markami własnymi oraz przegląd najważniejszych badań nad tym konstruktem, prowadzonych na przestrzeni ostatnich 40 lat. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat. Wyjaśniono szereg aspektów pojęcia postrzeganego ryzyka oraz przedstawiono główne efekty oddziaływania postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców. Artykuł dostarcza menedżerom marki wiedzy na temat głównych kierunków ich działań odnoszących się do zarządzania asortymentem marek własnych.
EN
The aim of this paper is to present the concept of store brand perceived risk and the most important studies on its measurement that were being conducted for 40 years. For this purpose, an extensive literature review is introduced. Some aspects of the risk constructs and major effects of store brand perceived risk are emphasized. This paper provides key directions to brand managers regarding store brand assortment.
Year
Volume
49
Issue
3
Pages
117-124
Physical description
Dates
published
2015-09
Contributors
  • Gdańsk University of Technology, Marketing Department
References
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Document Type
Publication order reference
YADDA identifier
bwmeta1.element.desklight-317bfabd-eca6-49fa-80e4-f3371a7c09ac
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