Loyal locally vs. loyal globally: Comparative study of brand value sources in contemporary automotive market
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F20%3AN0000012" target="_blank" >RIV/04130081:_____/20:N0000012 - isvavai.cz</a>
Result on the web
<a href="https://transportmeans.ktu.edu/wp-content/uploads/sites/307/2018/02/Transport-means-A4-II-dalis.pdf" target="_blank" >https://transportmeans.ktu.edu/wp-content/uploads/sites/307/2018/02/Transport-means-A4-II-dalis.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Loyal locally vs. loyal globally: Comparative study of brand value sources in contemporary automotive market
Original language description
Brand loyalty is the topic that has been traditionally discussed not only in the scope of theory but also in the realm of practice of brand value building and managing. Its controversial nature lies in the fact that there is a strong impact of noneconomic aspects of consumer behaviour on its creation and maintenance. The psychographic nature of brand loyalty reflects the quality of interpersonal relations in society in general. Thus, the construction of models relevant to the effective brand loyalty building and management is not only a matter of econometric, but much more psychological approach application. Hence, the aim of this paper is to compare the car brands' rankings in worldwide perspective and in the Slovak Republic, applying apparatus relevant to the identification of brand loyalty sources which are significant for Slovak socio-cultural profile as they have been highlighted in own previous research. In the case study of Slovak consumer perception of brand loyalty sources in the scope of the automotive industry, it is possible to verify far formulated postulates and modified theories that take into account the relevance of national psychographic specifics. Secondary data comparing world car brands rankings were obtained from the Statista as a leading business data platform. Primary data used in the presented study were obtained by our own survey carried out on a sample of 2000 respondents (citizens of the Slovak Republic older than 15 years). The given data were statistically evaluated by the factor analysis supported by the implementation of the KMO Test, Barlett's test of sphericity and calculation of Cronbach's Alpha for relevant car brands loyalty sources. The discrepancies in brand value rankings worldwide and in the Slovak Republic have been found as well as the need for consideration of national psychographic specifics in the process of brand loyalty building and managing in conditions of the automotive industry represented by car brands has been verified. © 2020 Kaunas University of Technology. All rights reserved.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Transport Means - Proceedings of the International Conference
ISBN
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ISSN
1822-296X
e-ISSN
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Number of pages
6
Pages from-to
737-742
Publisher name
Kauno Technologijos Universitetas
Place of publication
Kaunas
Event location
Kaunas
Event date
Jan 1, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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