ABANDONMENT OF BRAND AND THE PERSPECTIVE OF CONSUMER BEHAVIOUR IN THE DIGITALIZATION ERA: A STUDY OF THE AUTOMOBILE COMPANIES

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63572998" target="_blank" >RIV/70883521:28120/23:63572998 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

ABANDONMENT OF BRAND AND THE PERSPECTIVE OF CONSUMER BEHAVIOUR IN THE DIGITALIZATION ERA: A STUDY OF THE AUTOMOBILE COMPANIES

Popis výsledku v původním jazyce

The authors present a current theoretical review based on a qualitative approach dealing with the Influence of brand abandonment and closed brand relationships in the automobile industry, one of the emerging challenges to business product advertisement and marginally researched. The review is focused on a systematic critical analysis of brand abandonment, using articles from 11 journals on closed brands, and customers&apos; behaviour from 2017 to 2023 using 15 articles from high-impact journals. The authors firstly outdoors the different theoretical expatiation taken to guide the research, using a qualitative systematic literature review approach; the result indicates that there is a positive influence of closed brand relationship to brand abandonment; the pandemic estriction complicated the issues because many abandonments were due to inadequate funds, inability to in-house checks and lack of trust for online deliveries in terms of automobiles. The study reveals that some research focused on mixed products and thers on online apps. Also, the result shows that most research used resource base theory and the social exchange theory with less on technology adoption theory. The result of this study will help researchers in future research and help business managers&apos; trategies well on the brand abandonment phenomena.

Název v anglickém jazyce

ABANDONMENT OF BRAND AND THE PERSPECTIVE OF CONSUMER BEHAVIOUR IN THE DIGITALIZATION ERA: A STUDY OF THE AUTOMOBILE COMPANIES

Popis výsledku anglicky

The authors present a current theoretical review based on a qualitative approach dealing with the Influence of brand abandonment and closed brand relationships in the automobile industry, one of the emerging challenges to business product advertisement and marginally researched. The review is focused on a systematic critical analysis of brand abandonment, using articles from 11 journals on closed brands, and customers&apos; behaviour from 2017 to 2023 using 15 articles from high-impact journals. The authors firstly outdoors the different theoretical expatiation taken to guide the research, using a qualitative systematic literature review approach; the result indicates that there is a positive influence of closed brand relationship to brand abandonment; the pandemic estriction complicated the issues because many abandonments were due to inadequate funds, inability to in-house checks and lack of trust for online deliveries in terms of automobiles. The study reveals that some research focused on mixed products and thers on online apps. Also, the result shows that most research used resource base theory and the social exchange theory with less on technology adoption theory. The result of this study will help researchers in future research and help business managers&apos; trategies well on the brand abandonment phenomena.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název statě ve sborníku

19th International Bata Conference for Ph.D. Students and Young Researcher

ISBN

978-80-7678-194-8

ISSN

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e-ISSN

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Počet stran výsledku

24

Strana od-do

24-47

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

13. 9. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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