- Tytuł:
- A relation between passenger car brand image and consumer loyalty. A proof based on cluster analysis
- Autorzy:
-
Lotko, Aleksander
Luft, Radosław - Powiązania:
- https://bibliotekanauki.pl/articles/1929872.pdf
- Data publikacji:
- 2020
- Wydawca:
- Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
- Tematy:
-
brand image
customer loyalty
automotive market
cluster analysis
wizerunek marki
lojalność klientów
rynek motoryzacyjny
analiza klastrów - Opis:
- Purpose: The purpose of this paper was to identify the relation between passenger car brand image and consumer loyalty. Design/methodology/approach: A quantitative approach was used, and a questionnaire-based research was carried out. As a method of elaborating the results, cluster analysis was selected. Findings: It was discovered that the consumers from 2 clusters are significantly different both in terms of perception of car brand image and loyalty. In this way the existence of the assumed relation was proved. Practical implications: A practical implication of the study is claiming the role of brand image in shaping consumer loyalty in the passenger cars market. Originality/value: Authors’ contribution and novelty of the paper is the innovative application of the multidimensional exploratory techniques of cluster analysis in the area of research. In management practice, the paper can turn out useful to marketing managers in the automotive industry.
- Źródło:
-
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2020, 143; 147-162
1641-3466 - Pojawia się w:
- Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
- Dostawca treści:
- Biblioteka Nauki
Artykuł