ZASTOSOWANIE SKALI DO POMIARU POSTRZEGANEGO PRZEZ KONSUMENTA KAPITAŁU MAREK WZGLĘDEM MAREK PIWA – STUDIUM PRZYPADKU TYSKIE I ŻYWIEC
IMPLEMENTING THE CONSUMER-BASED BRAND EQUITY SCALE FOR BEER BRANDS – A TYSKIE AND ŻYWIEC CASE STUDY

Summary/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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