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Article 2015

Analiza świadomości marek „produktów krajów karpackich” – wyniki badań bezpośrednich

Authors / editors: Elżbieta Wolanin-Jarosz

Published in: Marketing i Zarządzanie

The paper presents the results of the empirical research. Their aim was to define the degree of awareness of the leading brands of “the products of Carpathian countries”. The fundamental research material has been obtained thanks to direct interviews done in five cities of the Ca…

DOI: 10.18276/pzfm.2015.41/1-16 · ISSN: 1509-0507

Article 2015

Implementing the Consumer-Based Brand Equity Scale for Beer Brands – A Tyskie and Żywiec Case Study

Authors / editors: Przemysław Łukasik, Bruno Schivinski

Published in: Marketing i Zarządzanie

The concept and management of brand equity is of great importance to scholars and managers. In this article, brand equity is approached from the consumers’ point of view i.e., consumer-based brand equity (CBBE) in the context of two beer brands offered in Poland – Tyskie and Żywi…

DOI: 10.18276/pzfm.2015.41/1-12 · ISSN: 1509-0507