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• Implementing the consumer-based brand equity scale for beer brands – a Tyskie and Żywiec case study

  Publikacja

  • B. Schivinski
  • P. Łukasik

  - Marketing i Zarządzanie - Rok 2015

  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...

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