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