Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie


ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.41/1-12
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 875 PZFiM nr 41 t. 1
Implementing the Consumer-Based Brand Equity Scale for Beer Brands – A Tyskie and Żywiec Case Study

Authors: Przemysław Łukasik
Uniwersytet Marii Curie-Skłodowskiej w Lublinie

Bruno Schivinski
Politechnika Gdańska
Keywords: consumer-based brand equity beer brands brand awareness
Data publikacji całości:2015
Page range:10 (155-164)
Cited-by (Crossref) ?:

Abstract

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 Żywiec. The objective of this article is to demonstrate how managers can implement the CBBE scale as an audit and monitoring instrument to their brands. A sample of 311 respondents was analyzed to generate scores for brand awareness, brand associations, perceived quality, and brand loyalty. Additionally, scores for overall brand equity were also generate. The results demonstrated that the scores of brand awareness for Żywiec was higher than Tyskie, however, Tyskie scored higher for brand associations, perceived quality, and brand loyalty. The brand Tyskie also achieved better overall brand equity scores than Żywiec.
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