Scientific Papers

JOURNAL OF INTERNATIONAL STUDIES


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Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise

Vol. 3, No 1, 2010

Agnieszka Witkowska “Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise”, Journal of International Studies, Vol. 3, No 1, 2010, pp. 109-115.

 

 

 

Creating own Brand Equity Versus Customer Loyalty in a Commercial Enterprise

 

Pole tekstowe:  Scientific Papers

 

 

 

 

 

 

 

Agnieszka Witkowska

Szczecin University

pawi@post.home.pl

 

 

Abstract. A dynamic global market aims at creating brands (including own brands) on geographically and structurally new markets, which considerably influences the perception and improvement of their image. The degree of trademark recognition within a given line of business is the key factor in brand management planning. Owing to new technologies and reduction in manufacturing costs, producers have access to additional productive capacity, which is used by external entities (including commercial enterprises) to create their own brands with their own image and identity, which often differs from the concept and strategy of the manufacturer brand.

Submitted: April, 2010

1st revision: May, 2010

Accepted: July, 2010

 

Keywords: manufacturer brands, private label brands, brand value, brand equity, LTV index.

 

JEL classification: M30, M11.