IDEAS home Printed from https://ideas.repec.org/a/agh/journl/v13y2013p83-98.html
   My bibliography  Save this article

A strong brand as a determinant of purchase the case of sectors, where advertising in mass media is banned – on the example of the Polish spirits sector

Author

Listed:
  • K. Liczmanska

    (Nicolaus Copernicus University, Faculty of Economic Sciences and Management, The Department of Enterprise Management)

  • A.M. Wisniewska

    (University of Promotion, Warsaw)

Abstract

The purpose of the paper is the assessment of the significance of a strong brand in the process of competing for clients as well as in the clients' decision making processes in a situation where advertising in mass media is almost completely banned. The paper presents results of two complementary studies. The first study was carried out by means of personal interviews on a trial group of 1501 individual respondents in 2007 in Poland. The second study was carried out using personal or Internet questionnaires on a trial group of 16 companies producing or importing spirits. The collected material showed that clients pointed to a strong brand as the key factor influencing their choice of top market alcohols. All representatives of producers see the need for building strong brands and declare having such brands in their olfer. Building strong product brands is possible even in sectors in which mass media advertising is prohibited or for some reason cannot be used. The conceptual model proposed by the authors suggests what should be taken into account when creating a strong brand in sectors where adverting may not be used for this purpose.

Suggested Citation

  • K. Liczmanska & A.M. Wisniewska, 2013. "A strong brand as a determinant of purchase the case of sectors, where advertising in mass media is banned – on the example of the Polish spirits sector," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 13, pages 83-98.
    • Handle: RePEc:agh:journl:v:13:y:2013:p:83-98
    as

    Download full text from publisher

    File URL: http://www.managerial.zarz.agh.edu.pl/EM_on_line/Managerial%20Economics%2013%20%282013%29.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wagner, Joachim, 1994. "The Post-entry Performance of New Small Firms in German Manufacturing Industries," Journal of Industrial Economics, Wiley Blackwell, vol. 42(2), pages 141-154, June.
    2. Mata, Jose & Portugal, Pedro & Guimaraes, Paulo, 1995. "The survival of new plants: Start-up conditions and post-entry evolution," International Journal of Industrial Organization, Elsevier, vol. 13(4), pages 459-481, December.
    3. Zoltan J. Acs & Catherine Armington, 2008. "The Impact of Geographic Differences in Human Capital on Service Firm Formation Rates," Chapters, in: Entrepreneurship, Growth and Public Policy, chapter 19, pages 244-278, Edward Elgar Publishing.
    4. Alcina Nunes & Elsa Sarmento, 2010. "Business Demography Dynamics in Portugal: A Semi-Parametric Survival Analysis," GEMF Working Papers 2010-10, GEMF, Faculty of Economics, University of Coimbra.
    5. Jovanovic, Boyan & MacDonald, Glenn M, 1994. "The Life Cycle of a Competitive Industry," Journal of Political Economy, University of Chicago Press, vol. 102(2), pages 322-347, April.
    6. Acs,Zoltan J. & Audretsch,David B. (ed.), 1993. "Small Firms and Entrepreneurship," Cambridge Books, Cambridge University Press, number 9780521431156, September.
    7. Rajshree Agarwal & David B. Audretsch, 2001. "Does Entry Size Matter? The Impact of the Life Cycle and Technology on Firm Survival," Journal of Industrial Economics, Wiley Blackwell, vol. 49(1), pages 21-43, March.
    8. Audretsch, David B & Mahmood, Talat, 1995. "New Firm Survival: New Results Using a Hazard Function," The Review of Economics and Statistics, MIT Press, vol. 77(1), pages 97-103, February.
    9. Alcina Nunes & Elsa Sarmento, 2010. "Business Demography Dynamics in Portugal: A Non-Parametric Survival Analysis," GEMF Working Papers 2010-09, GEMF, Faculty of Economics, University of Coimbra.
    10. C. Mirjam van Praag, 2003. "Business Survival and Success of Young Small Business Owners," Tinbergen Institute Discussion Papers 03-050/3, Tinbergen Institute.
    11. Paolo Angelini & Andrea Generale, 2008. "On the Evolution of Firm Size Distributions," American Economic Review, American Economic Association, vol. 98(1), pages 426-438, March.
    12. Paloma López-García & Sergio Puente, 2006. "Business demography in Spain: determinants of firm survival," Working Papers 0608, Banco de España.
    13. Thomas Astebro & Irwin Bernhardt, 1999. "The Winner's Curse of Human Capital," Working Papers 99-5, Center for Economic Studies, U.S. Census Bureau.
    14. Pei-Chou Lin & Deng-Shing Huang, 2008. "Technological Regimes and Firm Survival: Evidence Across Sectors and Over Time," Small Business Economics, Springer, vol. 30(2), pages 175-186, February.
    15. Geroski, P. A., 1995. "What do we know about entry?," International Journal of Industrial Organization, Elsevier, vol. 13(4), pages 421-440, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joanna Duda, 2013. "The Role of Bank Credits in Investment Financing of the Small and Medium-sized Enterprise Sector in Poland," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 13, pages 7-20.
    2. Henryk Gurgul & Marcin Suder, 2013. "Modeling of withdrawals from selected ATMs of the "Euronet" network," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 13, pages 65-82.
    3. Zając, Paweł, 2013. "The New Approach to Estimation of the Hazard Function in Business Demography on Example of Data from New Zealand," MPRA Paper 68600, University Library of Munich, Germany, revised 2013.
    4. Henryk Gurgul & Machno Artur & Roland Mestel, 2013. "Modeling of returns and trading volume by regime switching copulas," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 13, pages 45-64.
    5. Henryk Gurgul & Roland Mestel & Robert Syrek, 2013. "The testing of causal stock returns-trading volume dependencies with the aid of copulas," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 13, pages 21-44.
    6. Pawel Zajac, 2013. "The New Approach to estimation of the Hazard Function in Business Demography on example of Data from New Zealand," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 13, pages 99-110.
    7. Colombo, Massimo G. & Delmastro, Marco & Grilli, Luca, 2004. "Entrepreneurs' human capital and the start-up size of new technology-based firms," International Journal of Industrial Organization, Elsevier, vol. 22(8-9), pages 1183-1211, November.
    8. Masatoshi Kato & Yuji Honjo, 2015. "Entrepreneurial human capital and the survival of new firms in high- and low-tech sectors," Journal of Evolutionary Economics, Springer, vol. 25(5), pages 925-957, November.
    9. Mohammad Ali Jamali & Nor Ghani Md Nor, 2012. "Growth of Firms in Manufacturing Sector," Global Business Review, International Management Institute, vol. 13(1), pages 51-68, February.
    10. Raquel Ortega-Argilés & Rosina Moreno, 2005. "Firm Competitive Strategies And The Likelihood Of Survival - The Spanish Case," ERSA conference papers ersa05p347, European Regional Science Association.
    11. Michael Fritsch & Florian Noseleit & Yvonne Schindele, 2014. "Surviving Against the Tide: Are New Businesses in Innovative Industries Less Affected by General Economic Trends?," Jena Economics Research Papers 2014-017, Friedrich-Schiller-University Jena.
    12. Alessandra Colombelli & Jackie Krafft & Marco Vivarelli, 2016. "Entrepreneurship and Innovation: New Entries, Survival, Growth," GREDEG Working Papers 2016-04, Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France.
    13. Niklas Elert, 2014. "What determines entry? Evidence from Sweden," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 53(1), pages 55-92, August.
    14. Ugur, Mehmet & Trushin, Eshref & Solomon, Edna, 2016. "Inverted-U relationship between R&D intensity and survival: Evidence on scale and complementarity effects in UK data," Research Policy, Elsevier, vol. 45(7), pages 1474-1492.
    15. Elena Cefis & Orietta Marsili, 2005. "A matter of life and death: innovation and firm survival," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 14(6), pages 1167-1192, December.
    16. Alcina Nunes & Elsa de Morais Sarmento, 2010. "Business Survival in Portuguese Regions," GEMF Working Papers 2010-22, GEMF, Faculty of Economics, University of Coimbra.
    17. Marcelo Resende & Vicente Cardoso & Luis Otávio Façanha, 2016. "Determinants of survival of newly created SMEs in the Brazilian manufacturing industry: an econometric study," Empirical Economics, Springer, vol. 50(4), pages 1255-1274, June.
    18. Dimara, Efthalia & Skuras, Dimitris & Tsekouras, Kostas & Tzelepis, Dimitris, 2008. "Productive efficiency and firm exit in the food sector," Food Policy, Elsevier, vol. 33(2), pages 185-196, April.
    19. Alessandra Colombelli & Jackie Krafft & Marco Vivarelli, 2016. "To be born is not enough: the key role of innovative start-ups," Small Business Economics, Springer, vol. 47(2), pages 277-291, August.
    20. Colombelli, Alessandra & Krafft, Jackie & Vivarelli, Marco, 2016. "New Firms and Post-Entry Performance: The Role of Innovation," Department of Economics and Statistics Cognetti de Martiis. Working Papers 201602, University of Turin.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:agh:journl:v:13:y:2013:p:83-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lukasz Lach (email available below). General contact details of provider: https://edirc.repec.org/data/wzaghpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.