Antecedencje postrzeganego przez konsumenta kapitału marek własnych – model koncepcyjny

Przemysław Konrad Łukasik, Bruno Schivinski

Streszczenie w języku polskim


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.


Słowa kluczowe


marki własne, marki prywatne, antecedencje, kapitał marki

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DOI: http://dx.doi.org/10.17951/h.2017.51.2.169
Data publikacji: 2017-08-16 10:52:21
Data złożenia artykułu: 2017-03-07 08:52:44

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