Publikacja:

Brand as a Source of Value for Its Buyer and Owner

Data

2014
Artykuł
Przeszukaj czasopismo Uproszczony widok Pełne metadane Statystyki
 
cris.legacyid4463
cris.virtual.journalance#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.journalancedc92c553-0411-4522-97d5-b7ef33169392
dc.abstract.plPurpose: This article deals with the creation of the brand and what kind of value it creates for the owner and the customer. Methodology: The article describes an insight on how to create strong brands, why many companies that based their success on a product now decide to create a branded product and how a brand adds value to both the owner of the brand as well as the customer. Findings: The article presents that brands create value for the customers as well as the company or brand owner. Furthermore, the article deals with the creation of strong brands and the underlying factors. Originality/value: This article helps to advance brand marketing theory as well as offers valuable implications and recommendations for practitioners, brand and marketing managers.
dc.contributor.affiliationKozminski University
dc.contributor.affiliationKozminski University
dc.contributor.authorTeresa Taranko
dc.contributor.authorKrzysztof, J. Chmielewski
dc.date.accessioned2025-07-25T15:58:37Z
dc.date.available2025-07-25T15:58:37Z
dc.date.issued2014
dc.date.published2014
dc.description.issue4
dc.description.physical133-143
dc.description.volume22
dc.identifier.doi10.7206/mba.ce.2084-3356.125
dc.identifier.issn2658-0845
dc.identifier.urihttps://repozytorium.kozminski.edu.pl/handle/item/1469
dc.languageen
dc.relation.ispartofCentral European Management Journal
dc.relation.pages133-143
dc.rightsCC-BY-NC-ND-4.0
dc.subjectbrand
dc.subjectbrand equity
dc.subjectbrand building
dc.title

Brand as a Source of Value for Its Buyer and Owner

dc.typeArticle
dspace.entity.typePublication