| Title |
Strengthening of a private brand: the aspect of a store’s image / |
| Translation of Title |
Prekybininko prekės ženklo stiprinimas: parduotuvės įvaizdžio aspektas. |
| Authors |
Virvilaite, Regina ; Dailydiene, Migle |
| Full Text |
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| Is Part of |
Inžinerinė ekonomika = Engineering economics.. Kaunas : Technologija. 2012, vol. 23, iss. 1, p. 90-98.. ISSN 1392-2785. eISSN 2029-5839 |
| Keywords [eng] |
brand ; private brand ; a store’s image ; factors that determine a store’s image |
| Abstract [eng] |
According to many scientists a brand is one of the most important sources of acquiring competitive advantage. This attitude is confirmed by the fact that there are many scientific works on brand image. But there is a lack of theoretical and empirical research on the formation and strengthening of an image of a private brand. It should be noted that theoretical and empirical research, performed by Reda (2002), Ailawadi et al. (2003), based on Batra and Sinha (2000), Garretson et al. (2002), Burton and Lichtenstein (1998), confirm that factors that influence the formation and strengthening of the image of a private brand have not been sufficiently analysed. The scientific problem of this article is formulated with the help of the following questions: what is the influence of a store’s image and factors that determine it on the image of a private brand? The aim of this article is to analyse and summarize factors that form private brand image theoretically, and to test them empirically with the help of the example of the store “Aprangos galerija”. The methods of comparative analysis of scientific literature and systematization were used in order to reach the set aim. Quantitative research method (survey) was applied for empirical research of private brand image strengthening in the aspect of the store “Aprangos galerija”. Factor analysis was used for data analysis. Multiple linear regression was used for identification of causalities between variables. [...]. |
| Published |
Kaunas : Technologija |
| Type |
Journal article |
| Language |
English |
| Publication date |
2012 |
| CC license |
|
