Search results

1

Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumencie

100%

Schivinski B., Łukasik P.

e-mentor

|

2015

|

issue 5 (62)

77-83

EN

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.

2

The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands

80%

Lhotáková M.

Studia Commercialia Bratislavensia

|

2012

|

vol. 5

|

issue 19

434-448

EN

The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best Global Brands“ from Interbrand consulting group and „BrandZ Top 100 Most Valuable Global Brands ranking“ from Millward Brown company. In the conclusion I compare these two attitudes and identify current trends, which play important role in brand value creation.

3

Brand As A Source Of Value For Its Buyer And Owner

80%

Taranko T., Chmielewski K. J.

Management and Business Administration. Central Europe

|

2014

|

vol. 22

|

issue 4

133-143

EN

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.

4

Wpływ strategii co-brandingu na kapitał marki

80%

Grębosz M.

Marketing i Rynek

|

2012

|

vol. 19

|

issue 3

7-13

EN

The changing environment is forcing companies to find the new sources of competitive advantage beyond their own organization. Today, the companies often use the relationships with partners to build their competitive advantage. The range of possible forms of cooperation between companies is large and includes cooperation in the area of brand management. Consequently, co-branding becomes popular cooperation brand strategy. The paper presents the issue of influence of co-branding on the brand equity. Co-branding allows the transfer of associations, as well as other elements of the brand equity like brand awareness, perceived quality and customer loyalty. In the article, the analysis of the influence of co-branding on the brand equity of composite brand and partners’ (constituent) brands is presented taking into account the type and nature of co-branding. In the article a theory was supported by the results of research conducted abroad and author’s experiences.

5

Family-based brand equity in the hospitality industry

80%

Dębski M., Górska-Warsewicz H., Skalska T.

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

|

2019

|

issue vol. 63, nr 10

161-175

EN

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.

PL

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.

6

Cultural codes and brand equity relations – exploratory study and research implications

80%

Hajdas M.

Nauki o Zarządzaniu

|

2019

|

issue vol. 24 no. 1

19-27

EN

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.

7

Antecedencje postrzeganego przez konsumenta kapitału marek własnych – model koncepcyjny

70%

Łukasik P. K., Schivinski B.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

|

2017

|

vol. 51

|

issue 2

EN

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.

PL

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.

8

Unique elements of Polish city brands in online reviews

70%

Nowacki M.

Turyzm

|

2019

|

vol. 29

|

issue 1

63-70

EN

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.

9

Analysing brand strength – corporate financial performance link for companies listed on the Warsaw Stock Exchange

70%

Urbanek G.

Econometrics. Ekonometria. Advances in Applied Data Analytics

|

2017

|

issue 2 (56)

92-103

EN

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.

10

Students’ perceived risk and investment intention: the effect of brand equity

70%

Washington M., Shirley E., Lisset G., Regina R.

Management & Marketing

|

2015

|

vol. 10

|

issue 3

208-225

EN

Emerging markets bring out the question of motivation to include of new investors in the market for financial securities often arises. The purpose of this study is to analyze how brands influence the investment intention of young potential investors. Specifically, the relationship between consumer based brand equity - according to Aaker’s multidimensional conceptualization - and investment intention, mediated by perceived risk, is analyzed. The study contributes to the literature in two ways: (1) based on the revision made, no study has analyzed Aaker’s brand equity construct in investment decisions; (2) studies linking brand aspects to investment decisions have not examined the mediating role of perceived risk. Through an experiment, where perceived risk and investment intention in a famous brand were measured as differences from fictitious brands, the following results were found: (1) the investment intention in a famous brand is higher than in a non-famous one, once controlled for risk and return; (2) the higher the brand equity, the lesser the perceived risk of investing in the famous brand, and the higher the investment intention; (3) the perceived quality of a brand’s products was the dimension by which the effect of brand equity is transmitted. Involvement with the investment task and cognitive ability, at an individual level, the relative size of comparable firms, and the risk and return of investment alternatives were introduced as control variables.

11

Brand as a customer value driver: relationships with customer engagement

70%

Maciejewski G., Krowicki P.

Marketing Instytucji Naukowych i Badawczych

|

2022

|

vol. 43

|

issue 1

53-74

EN

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.

12

Concept of customer value management as opposed to development and growth of brand equity

61%

Bartosz P.

Organizacja i Zarządzanie : kwartalnik naukowy

|

2017

|

vol. nr 4

5--26

EN

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.

13

Focus on Destination Brand Attachment – the Perspectives and Implications

51%

Florek M.

Handel Wewnętrzny

|

2018

|

issue 4 (375) tom II

5-16

EN

The aim of the paper is to analyse different perspectives of place brand attachment derived from marketing, psychology, and brand equity in order to fully understand the meaning and role attachment plays in place branding. The author conducts a systematic review of the possible perspectives of place attachment together with the methodological approaches and findings of respective researches. The presented research results suggest that place attachment should be understood from several angles as each adds important insight into the subject. In addition, attachment best reflects destination brand equity and it is its most important source. Therefore, destination managers should devote more attention to brand attachment, applying to this end relevant strategies and tools.

PL

Celem artykułu jest analiza różnych perspektyw przywiązania do marki miejsca pochodzących z marketingu, psychologii i wartości marki, by w pełni zrozumieć znaczenie i rolę, jaką przywiązanie odgrywa w marketingu miejsc. Autorka przeprowadza systematyczny przegląd możliwych perspektyw przywiązania do miejsc wraz z podejściami metodologicznymi i wynikami poszczególnych badań. Prezentowane wyniki badań sugerują, że przywiązanie do miejsca należy rozpatrywać z kilku punktów widzenia, jako że każdy wnosi istotny wgląd w ten temat. Ponadto, przywiązanie najlepiej odzwierciedla wartość marki miejsca przeznaczenia i stanowi jej najważniejsze źródło. A zatem menadżerowie zajmujący się marketingiem miejsc powinni poświęcać więcej uwagi przywiązaniu do miejsc, stosując do tego odpowiednie strategie i narzędzia.

RU

Цель статьи – провести анализ разных перспектив привязанности к бренду места, почерпнутых из маркетинга, психологии и теории ценности торговой марки, чтобы вполне понять значение и роль, какие играет привязанность к торговой марке в брендинге места. Автор проводит систематический обзор возможных перспектив привязанности к месту наряду с методическими подходами и результатами отдельных исследований. Представляемые результа- ты изучения указывают, что привязанность к месту должна рассматриваться с разных точек зрения, так как каждая из них вносит существенный вклад в обсуждение проблемы. Кроме того, привязанность лучше всего отражает ценность места торговой марки и представляет собой самый важный источник. Следовательно, менеджеры по маркетингу места должны отводить больше внимания привязанности к торговой марке, применяя для этого соответствующие стратегии и инструменты.

14

The Impact of Cultural Branding on Brand Equity – Exploratory Study

51%

Hajdas M.

Handel Wewnętrzny

|

2017

|

issue 5 (370)

213-221

EN

The aim of this article is to explore possible relationships between cultural branding and brand equity. The concept of cultural branding is developing in marketing literature, but there are no studies showing what are the outcomes of such actions and whether these outcomes include effects connected with brand equity. The paper is based on a single case research: Always sanitary pads and its #LikeAGirl strategy. As a result of case research, the author suggests cultural brand narration as an independent variable, and the following components of brand equity as dependent variables: brand popularity, brand relevance, brand preference, and purchase intent, Author then forms four hypothese on relationships between those variables.

PL

Celem artykułu jest eksploracja możliwych relacji między kulturową tożsamością marki a kapitałem marki. Koncepcja kulturowej tożsamości marki jest rozwijana w literaturze, brakuje jednak badań wskazujących, jakie są rezultaty takich działań i czy mają one związek z kapitałem marki. Artykuł jest oparty na studium przypadku marki Always (podpaski) i strategii #LikeAGirl. Rezultatem badań jest sugestia narracji kulturowej marki jako zmiennej niezależnej oraz następujących elementów kapitału marki jako zmiennych zależnych: popularność marki, waga marki dla nabywcy, preferencja marki oraz intencja zakupu. Autorka formułuje cztery hipotezy dotyczące relacji pomiędzy tymi zmiennymi.

RU

Цель статьи – выявить возможные соотношения между культурным тождеством бренда и капиталом бренда. Концепция культурного тождества бренда (марки) получает развитие в литературе, однако не хватает исследований, ука- зывающих результаты таких действий и имеют ли они связь с капиталом марки. Статья основана на анализе марки Always (гигиенические прокладки) и стратегии #LikeAGirl. Результат изучения – предложение культурного освещения марки в качестве независимой переменной и следующих элементов капитала марки в качестве зависимых переменных: популярность марки, значение марки для покупателя, предпочтение марки и намерение купить. Автор формулирует четыре гипотезы, касающиеся отношений иежду этими переменными.

15

The Effects of Nostalgia-based Advertising on a Toy Company’s Brand Equity: The Example of the LEGO Group

51%

Lubiński K.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2020

|

issue 6(990)

29-48

EN

Objective: The paper aims to demonstrate whether or not nostalgia can be regarded as an antecedent of brand loyalty and, more importantly, how nostalgia might affect overall brand equity. Research Design & Methods: A total of 255 Polish consumers (172 males and 83 females) participated in the study. The sample was obtained using computer-assisted web interviewing (CAWI) technique in the period between June and September 2020, and the research procedure was designed so the subjects would engage online. The author chose a correlational approach (Spearman’s rho), given its frequent use in the literature on nostalgia. Findings: It was found that previous experience with a brand, particularly during childhood, does influence a nostalgia-oriented purchase intention, t253 = 2.634, p = 0.009. In addition, the intensity of consumer nostalgia towards a brand positively affected the strength of LEGO® brand equity, which is conceptualised in the paper as consisting of four dimensions. Implications / Recommendations: This paper offers insight to both managers and marketers looking for differential marketing techniques in building consumer loyalty whilst improving the effectiveness of the marketing message. Contribution: The findings expand the literature by examining the influence of nostalgia-based advertising endeavours on consumer-based brand equity in an international context.

PL

Cel: Celem artykułu jest omówienie możliwości wykorzystania nostalgii jako narzędzia służącego do budowania lojalności konsumenckiej oraz wskazanie, jak ten konstrukt psychologiczny może oddziaływać na wartość marki. Metodyka badań: Badania przeprowadzono na próbie N = 255 konsumentów z Polski (172 mężczyzn i 83 kobiety) z wykorzystaniem metody CAWI (computer assisted web interview) w panelu internetowym w miesiącach od czerwca do września 2020 r. Autor zdecydował się na badanie korelacyjne, mając na uwadze popularność tego modelu badawczego w literaturze przedmiotu. Wyniki badań: Wyniki badań pokazały, że wcześniejsze doświadczenia z marką mają istotny wpływ na nostalgicznie ukierunkowaną chęć zakupu produktów tejże marki, t253 = 2,634, p = 0,009. Ponadto uczucia nostalgiczne żywione względem marki pozytywnie oddziaływały na siłę wartości marki LEGO® – skonceptualizowanej jako składającej się z czterech elementów. Wnioski: Badania przedstawione w artykule mogą posłużyć zarówno menedżerom, jak i marketerom szukającym rozwiązań dywersyfikacyjnych, wpływając na poprawę efektywności podejmowanych przez nich działań marketingowych. Wkład w rozwój dyscypliny: Wyniki badań wnoszą do literatury przedmiotu określenie wpływu działań marketingowych odwołujących się do uczuć nostalgicznych na wartość marki dla konsumentów w kontekście międzynarodowym.

16

Student-based brand equity in the business schools sector: an exploratory study

51%

Charles V., Gherman T.

The New Educational Review

|

2015

|

vol. 42

165-176

EN

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.

17

Ocena marek produktów spożywczych wykorzystujących styl retro przez młodych konsumentów z Polski i Francji – wyniki badań porównawczych

41%

Grębosz M.

Handel Wewnętrzny

|

2016

|

issue 2 (361)

160-171

PL

Cel artykułu: identyfikacja i ocena opinii młodych, polskich i francuskich konsumentów dotyczących marek produktów spożywczych, wykorzystujących styl retro. Metodyka badań: przeprowadzono m.in. badania o charakterze ilościowym (metodą bezpośredniego gromadzenia informacji z wykorzystaniem techniki ankiety audytoryjnej ze zwrotem natychmiastowym) na grupie 400 młodych konsumentów (18-24 lata) w 2015 roku we Francji i w Polsce. Główne wyniki badań: młodzi konsumenci pozytywnie oceniają marki produktów spożywczych, wykorzystujących elementy retro. Marki zarządzane w stylu retro oceniane są jako stylowe, a ich kapitał jest stosunkowo wysoki. Kraj pochodzenia młodych konsumentów nie wpływa na ich oceny dotyczące międzynarodowych marek produktów spożywczych, wykorzystujących elementy retro. Implikacje praktyczne: wyniki badań mogą być zachętą dla przedsiębiorstw do wykorzystania elementów retro w zarządzaniu markami. Kategoria artykułu: badawczy.

EN

Purpose of the article: The main purpose of this article is to identify and assess the opinions of young Polish and French consumers concerning brands of food products, using the retro style. Research methodology: The research based on the quantitative research (based on the direct method of gathering information using the auditorium survey technique) on a group of 400 young consumers (18-24 years old) executed in 2015 in France and Poland. Key findings: Young consumers evaluate positively the brands of food products using the retro elements. Brands managed in a retro style are judged to be stylish, and their equity is relatively high. The country of origin of young consumers does not affect their evaluation concerning the international brands of food products using the retro elements. Practical implications: The findings may be an incentive for companies to use the elements of retro-marketing in brand management. Article category: research article.

RU

Основная цель статьи – выявить и оценить мнения молодых польских и французских потребителей, касающиеся марок продуктов питания, использующих стиль ретро. Методика исследований: в частности, провели исследования количест- венного характера (по методу прямого сбора информации с использованием техники аудиторного опроса с непосредственным возвратом анкет) на группе 400 молодых потребителей (в возрасте 18-24 лет) в 2015 г. во Франции и в Польше. Основные результаты исследований: молодые потребители положительно оценивают марки продуктов питания, использующие элементы ретро. Марки, управляемые в стиле ретро, оцениваются как стилевые, а их капитал относительно высок. Страна происхождения молодых потребителей не влияетна их оценки, касающиеся международных марок продуктов питания, исполь- зующих элементы ретро. Практические импликации: результаты исследований могут быть стимулом для предприятий в использовании элементов ретро в управлении мар- ками. Категория статьи: исследовательская.

18

Mierniki subiektywne w ocenie pozycji konkurencyjnej marki klubu sportowego

41%

Skorek M., Dela D.

Marketing i Rynek

|

2022

|

issue 12

19-27

EN

The purpose of this study is to identify the measures used in assessing the competitive position of an organization's brand and to indicate the factors shaping these measures. In the process of exploring the researched issue, the example of football clubs was used. The study focuses on the group of subjective measures. In the article the authors attempted to systematize knowledge in the area of brand strength resulting from its competitive position and the factors determining this position. The conclusion was supported by the analysis of the literature on the subject of brand creation and management.

PL

Celem opracowania jest identyfikacja miar wykorzystywanych w ocenie pozycji konkurencyjnej marki organizacji oraz wskazanie czynników kształtujących te miary. W procesie eksploracji badanego zagadnienia posiłkowano się przykładem klubów piłkarskich. W opracowaniu skupiono się na grupie miar subiektywnych. W artykule autorzy podjęli próbę systematyzacji wiedzy z obszaru siły marki, wynikającej z jej pozycji konkurencyjnej oraz czynników tę pozycję determinujących. Wnioskowanie zostało poparte analizą literatury przedmiotu z obszaru tworzenia marek i zarządzania nimi.

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Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumencie

The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands

Brand As A Source Of Value For Its Buyer And Owner

Wpływ strategii co-brandingu na kapitał marki

Family-based brand equity in the hospitality industry

Cultural codes and brand equity relations – exploratory study and research implications

Antecedencje postrzeganego przez konsumenta kapitału marek własnych – model koncepcyjny

Unique elements of Polish city brands in online reviews

Analysing brand strength – corporate financial performance link for companies listed on the Warsaw Stock Exchange

Students’ perceived risk and investment intention: the effect of brand equity

Brand as a customer value driver: relationships with customer engagement

Concept of customer value management as opposed to development and growth of brand equity

Focus on Destination Brand Attachment – the Perspectives and Implications

The Impact of Cultural Branding on Brand Equity – Exploratory Study

The Effects of Nostalgia-based Advertising on a Toy Company’s Brand Equity: The Example of the LEGO Group

Student-based brand equity in the business schools sector: an exploratory study

Ocena marek produktów spożywczych wykorzystujących styl retro przez młodych konsumentów z Polski i Francji – wyniki badań porównawczych

Mierniki subiektywne w ocenie pozycji konkurencyjnej marki klubu sportowego