Quo vadis brand loyalty? : comparative study of perceived brand value sources

• Autorzy: Kliestikova Jana , Kovacova Maria , Krizanova Anna , Durana Pavol , Nica Elvira

Identyfikatory

DOI

10.17512/pjms.2019.19.1.14

Warianty tytułu

PL

Dokąd zmierza lojalność marki? : badanie porównawcze źródeł postrzegania wartości marki

• Języki publikacji: EN

Abstrakty

EN

It has been proved by market reality that traditional brand management theories fail. Based on this, there is a need to provide critical revision of these theories with emphasis on behavioural approach of consumers. The most important is the task of consumer loyalty and its transposition into subjectively perceived brand value sources. So, the aim of this paper is to identify relevant brand value sources of loyalty which are significant for Slovak socio-cultural profile and to propose an effective innovative model of branding. The statistical evaluation of the data obtained from own questionnaire survey has been provided by the factor analysis supported by relevant tests. It has been found out that the fact of loyal relationship with brand affects the priority of the components of subjectively perceived brand value sources. The importance of brand value sources in case of consumer loyalty has been identified as following: 1) benefits; 2) attributes; 3) imageries and 4) attitudes while in case of consumer loyalty absence, the importance of brand value source is: 1) imageries; 2) attitudes; 3) benefits and 4) attributes. So, it can be concluded that existence of different brand value sources ranking in case of existence vs. absence of brand loyalty indicates need of selective approach towards brand value sources in the phase of brand value building and brand value managing. By doing this, traditional monistic concept of brand value building and managing has been interfered.

PL

Zostało udowodnione przez rzeczywistość rynkową, że tradycyjne teorie zarządzania marką zawodzą. Na tej podstawie istnieje potrzeba zapewnienia krytycznej rewizji tych teorii z naciskiem na podejście behawioralne konsumentów. Najważniejszym jest zadanie transpozycji lojalności konsumentów na subiektywnie postrzegane źródeł wartości marki. Celem tego artykułu jest więc zidentyfikowanie odpowiednich źródeł lojalności wartości marki, które są istotne dla słowackiego profilu społeczno-kulturowego oraz zaproponowanie skutecznego innowacyjnego modelu brandingu. Ocenę statystyczną danych uzyskanych z własnych badań ankietowych dostarczyła analiza czynnikowa wsparta odpowiednimi testami. Stwierdzono, że fakt lojalnych relacji z marką wpływa na priorytet komponentów subiektywnie postrzeganych źródeł wartości marki. Znaczenie źródeł wartości marki w przypadku lojalności konsumentów zostało określone jako następujące: 1) korzyści; 2) atrybuty; 3) wyobrażenia i 4) postawy, podczas gdy w przypadku braku lojalności konsumentów, znaczenie źródła wartości marki to: 1) wyobrażenia; 2) postawy; 3) korzyści i 4) atrybuty. Można, zatem stwierdzić, że istnienie różnych rankingów źródeł wartości marki w przypadku istnienia przeciwieństwa braku lojalności wobec marki wskazuje na potrzebę selektywnego podejścia do źródeł wartości marki w fazie budowania wartości marki i zarządzania wartością marki. W ten sposób została zakłócona tradycyjna monistyczna koncepcja budowania wartości marki i zarządzania nią.

Słowa kluczowe

EN

brand; branding; brand value; loyalty; psychographic specifics

PL

marka; branding; wartość marki; lojalność; specyfika psychograficzna

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2019
• Tom: Vol. 19, No. 1
• Strony: 190--203
• Opis fizyczny: Bibliogr. 27 poz., tab.

Twórcy

autor

Kliestikova Jana

• University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 01026 Zilina, Slovakia

autor

Kovacova Maria

• University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 01026 Zilina, Slovakia

autor

Krizanova Anna

• University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 01026 Zilina, Slovakia

autor

Durana Pavol

• University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 01026 Zilina, Slovakia

autor

Nica Elvira

• Center for Human Resources and Labor Studies at AAER, New York City, USA
• Bucharest University of Economic Studies, Piata Romana 6, Bucharest 010374, Romania

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).