Loyal locally vs. loyal globally: Comparative study of brand value sources in contemporary automotive market

Kód výsledku v 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>

Výsledek na webu

<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

—

Jazyk výsledku

angličtina

Název v původním jazyce

Loyal locally vs. loyal globally: Comparative study of brand value sources in contemporary automotive market

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Loyal locally vs. loyal globally: Comparative study of brand value sources in contemporary automotive market

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

Transport Means - Proceedings of the International Conference

ISBN

—

ISSN

1822-296X

e-ISSN

—

Počet stran výsledku

6

Strana od-do

737-742

Název nakladatele

Kauno Technologijos Universitetas

Místo vydání

Kaunas

Místo konání akce

Kaunas

Datum konání akce

1. 1. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—