The impact of distribution intensity on the brand equity perceptions of wearable activity tracker brands

• Autorzy: Müller Re-an , Grondys Katarzyna

Identyfikatory

DOI

10.17512/pjms.2024.30.1.12

Warianty tytułu

PL

Wpływ intensywności dystrybucji na postrzeganie wartości marki urządzeń do śledzenia aktywności

• Języki publikacji: EN

Abstrakty

EN

High value of the global wearable activity tracking market highlights the significance of these devices as essential tools for consumers to monitor their health and activity levels. The health benefits of increased physical activity have fuelled the popularity of these devices, intensifying competition among wearable activity tracker (WAT) brands and necessitating strategic differentiation approaches. Brand equity, which significantly enhances a brand's value, is vital in this competitive market. This study presents a novel analysis of distribution intensity as a strategic factor influencing brand equity, an area that has been relatively underexplored in the literature on wearable technology. The primary aim of this research is to evaluate the effects of distribution intensity on consumer-based brand equity for wearable activity trackers, with a specific focus on the dimensions of brand awareness, brand association, quality perception, and brand loyalty. For this purpose, data were collected from 487 South African consumers aged 18-56 years through an online survey. The findings indicate a significant positive relationship between the intensity of the distribution and all dimensions of brand equity. These results suggest that optimising distribution strategies can enhance brand equity, providing valuable information for smart health wearable brands to refine their marketing strategies and improve sales and market share in South Africa and beyond.

PL

Wysoka wartość globalnego rynku urządzeń do śledzenia aktywności podkreśla znaczenie tych urządzeń jako podstawowych narzędzi dla konsumentów do monitorowania ich zdrowia i poziomu aktywności. Korzyści zdrowotne wynikające ze zwiększonej aktywności fizycznej zwiększyły popularność tych urządzeń, zaostrzając konkurencję między markami urządzeń do śledzenia aktywności (WAT) i wymagając strategicznego podejścia do różnicowania. Wartość dodana marki znacząco zwiększa wartość marki i ma kluczowe znaczenie na konkurencyjnym rynku. Celem badania była ocena wpływu intensywności dystrybucji na wartość marki urządzeń do monitorowania aktywności, koncentrując się na świadomości marki, skojarzeniach z marką, postrzeganiu jakości i lojalności wobec marki. W tym celu zebrano dane od 487 południowoafrykańskich konsumentów w wieku 18-56 lat za pośrednictwem ankiety internetowej. Wyniki wskazują na znaczący pozytywny związek między intensywnością dystrybucji a wszystkimi wymiarami wartości marki. Wyniki te sugerują, że optymalizacja strategii dystrybucji może zwiększyć wartość marki, dostarczając cennych informacji dla marek inteligentnych urządzeń w celu doskonalenia ich strategii marketingowych oraz poprawy sprzedaży i udziału w rynku w RPA i poza nią.

Słowa kluczowe

EN

branding; brand equity; distribution intensity; wearable activity trackers; distribution system

PL

wartość marki; intensywność dystrybucji; przenośne urządzenia do monitorowania aktywności; system dystrybucji

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 30, No. 1
• Strony: 208--223
• Opis fizyczny: Bibliogr. 73 poz., rys., tab.

Twórcy

autor

Müller Re-an

• Associate professor, North-West University, School of Management Sciences, South Africa

• https://orcid.org/0000-0002-8830-1080

autor

Grondys Katarzyna

• Czestochowa University of Technology, Faculty of Management, Poland

• https://orcid.org/0000-0001-6461-5475

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).