The intergroup heterogeneity of brand value attributes - case study of car brands

• Autorzy: Gajanova Lubica , Majerova Jana , Nadanyiova Margareta

Identyfikatory

DOI

10.17512/pjms.2024.29.2.11

Warianty tytułu

PL

Międzygrupowa nierównomierność atrybutów wartości marki - studium przypadku marek samochodowych

• Języki publikacji: EN

Abstrakty

EN

The brand value represents a relevant part of the value of the entire company. With a successful brand value, the company can achieve higher profits and brand awareness and improve the overall reputation of the company. Increasing brand value can create a strong relationship between the brand and customers, strengthening competitive advantage over other brands. The above also applies to car brands. The recent period has been difficult for carmakers, largely affected by the coronavirus crisis, which has caused dramatic relative declines in global sales. Although estimates of sales developments in the automotive industry are slightly optimistic, to gain an overview between competing brands and thus advantage, it will be helpful to know the brand attributes and their impact on the perceived value of car brands. The main aim of the paper has been to identify relevant attributes of the value of selected brands in the category of car brands as a prospective source of competitiveness. To find out the brand preference in the automotive industry and to identify the relevant attributes of the brand with a significant impact on the perceived value of car brands, a survey was conducted during the second quarter of 2023 among Slovak consumers, and multiple regression analyses were performed. Based on the research outcomes, it has been found that in the case of all selected car brands, modernity is the dominant attribute of brand value, followed by image, quality, and creative advertising. These findings have great significance not only for the practice of brand value building and management in the automotive industry but also for further research on brand value. Marketing managers should revise their orientation on modernity after reconsidering the identity and historical background of the car brand.

PL

Wartość marki stanowi istotną część wartości całego przedsiębiorstwa. Dzięki odpowiedniej wartości marki firma może osiągnąć wyższe zyski i świadomość marki oraz poprawić ogólny wizerunek przedsiębiorstwa. Zwiększanie wartości marki może stworzyć silny związek między marką a klientami, wzmacniając przewagę konkurencyjną nad innymi markami. Powyższe dotyczy również marek samochodowych. Ostatni okres był trudny dla producentów samochodów, głównie z powodu kryzysu koronawirusowego, który spowodował dramatyczne względne spadki sprzedaży na całym świecie. Chociaż szacunki dotyczące rozwoju sprzedaży w branży motoryzacyjnej są optymistyczne, aby uzyskać przegląd konkurujących marek i tym samym okreslić przewagę, pomocne będzie poznanie atrybutów marki i ich wpływu na postrzeganą wartość marek samochodowych. Głównym celem artykułu było zidentyfikowanie istotnych atrybutów wartości wybranych marek w kategorii marek samochodowych jako perspektywicznego źródła konkurencyjności. Aby dowiedzieć się, jakie są preferencje marek w branży motoryzacyjnej i zidentyfikować istotne atrybuty marki z istotnym wpływem na postrzeganą wartość marek samochodowych, przeprowadzono badanie w drugim kwartale 2023 roku wśród słowackich konsumentów, dodatkowo przeprowadzono analizy regresji wielokrotnej. Na podstawie wyników badań stwierdzono, że w przypadku wszystkich wybranych marek samochodów nowoczesność jest dominującym atrybutem wartości marki, a następnie wygląd, jakość i kreatywna reklama. Te wyniki mają dużą wagę nie tylko dla praktyki budowania i zarządzania wartością marki w branży motoryzacyjnej, ale także dla dalszych badań nad wartością marki. Menedżerowie marketingu powinni przeanalizować swoją orientację na nowoczesność po biorąc pod uwagę tożsamość i historię marki samochodowej.

Słowa kluczowe

EN

global brand; automotive sector; brand value; brand attributes; competitiveness; brand preferences

PL

globalna marka; sektor motoryzacyjny; wartość marki; atrybuty marki; konkurencyjność; preferencje marki

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 29, No. 2
• Strony: 221--237
• Opis fizyczny: Bibliogr. 42 poz., rys., tab.

Twórcy

autor

Gajanova Lubica

• University of Zilina, Faculty of Operation and Economics of Transport and Communications, Slovak Republic

• https://orcid.org/0000-0001-9242-5898

autor

Majerova Jana

• AMBIS University, Czech Republic

• https://orcid.org/0000-0002-9770-2521

autor

Nadanyiova Margareta

• AMBIS University, Czech Republic

• https://orcid.org/0000-0002-4379-6972

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).