Wpływ postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców – przegląd czterech dekad badań

Przemysław Łukasik, Bruno Schivinski

Streszczenie w języku polskim


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.

Słowa kluczowe


store brands; private label brands; perceived risk

Pełny tekst:

PDF (English)

Bibliografia


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DOI: http://dx.doi.org/10.17951/h.2015.49.3.117
Data publikacji: 2015-08-12 10:29:42
Data złożenia artykułu: 2015-08-12 10:02:36

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