Marketing Communications in the Sharing Economy: Is the Brand of the Car Important to Car-Sharing Users?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00011633" target="_blank" >RIV/46747885:24310/24:00011633 - isvavai.cz</a>

Result on the web

<a href="https://link.springer.com/chapter/10.1007/978-3-031-49951-7_8" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-031-49951-7_8</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-031-49951-7_8" target="_blank" >10.1007/978-3-031-49951-7_8</a>

Result language

angličtina

Original language name

Marketing Communications in the Sharing Economy: Is the Brand of the Car Important to Car-Sharing Users?

Original language description

This study focused on examining the impact of the sharing economy on the content of car-sharing marketing communications. In the traditional economy, product manufacturers usually communicate their brand and its features to induce customers to buy. The question that arises is whether in the sharing economy, P2P platforms will focus their marketing communication on the brand of the shared assets. We found that customers in the sharing economy will prefer different parameters for the car-sharing then the brand. The research focused on three generations of respondents (X, Y, Z) to determine whether preferences for car-sharing attributes would differ. We found statistically significant differences across generations concerning car-sharing brand, price, equipment, appearance, propulsion, gearbox, consumption, maintenance and insurance, carefree parking, and availability only in some variables. We rated availability and price as the most important attributes of the car-sharing. The brand of the car is the last attribute that car-sharing users care about. It means that the platforms must adapt their marketing communication and try to attract customers in the sharing economy by using attributes other than a car-sharing brand. This study contributes, academically and practically, to other important insights related to the impact of the sharing economy on marketing communications. This case changes the current approach to branding from a marketing perspective and shows that the car-sharing brand will be insignificant to customers. We used the Kruskal-Wallis test, CHAID analysis, and descriptive statistics to evaluate the research. We conducted the research from December 2021 to March 2022, and 694 respondents participated.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

New Perspectives and Paradigms in Applied Economics and Business

ISBN

978-3-031-49950-0

ISSN

2198-7246

e-ISSN

—

Number of pages

11

Pages from-to

113-123

Publisher name

Springer

Place of publication

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Event location

Copenhagen

Event date

Jan 1, 2023

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

001265155900008