Wpływ postrzeganej równości marek na lojalność konsumentów

• Autorzy: Anna Jaszczewska

Warianty tytułu

The Impact of Perceived Brand Parity on Consumer Loyalty

• Języki publikacji: PL

Abstrakty

Celem artykułu jest pogłębienie wiedzy w zakresie postępowania konsumentów na rynku, w tym zbadanie związku pomiędzy postrzeganą równością marek a lojalnością wobec nich. Publikacja zawiera krytyczną analizę artykułów naukowych poświęconych powyższej tematyce i zalecenia przyszłych badań. Artykuł składa się z trzech części. W pierwszej przeanalizowano paradygmaty kategoryzacji marek, ukazując różnice i podobieństwa. Następnie opisano postrzeganą równość marek i różne sposoby mierzenia lojalności konsumentów. Wyniki przeglądu literatury wskazały jednoznacznie, iż istnieje związek pomiędzy postrzeganą równością marek a kategoryzacją i lojalnością wobec nich. Wnioski z publikacji mogą się okazać użyteczne podczas badań empirycznych. (abstrakt oryginalny)

EN

The aim of the article is to expand the knowledge about consumer behaviour, including the examination of the relationship between perceived brand parity and consumer loyalty. The publication encompasses a critical analysis of scientific articles about the abovementioned subject and directions for further research. The article is divided into three sections. In the first part, the paradigms of brand categorization are analysed by highlighting the differences and the similarities. Then perceived brand parity is discussed and different consumer loyalty measures are presented. The results of the literature review has showed unquestionably that there is a relationship between perceived brand parity, brand categorization and brand loyalty. The conclusions of the publication may prove helpful during empirical research. (original abstract)

Słowa kluczowe

PL

Marka; Lojalność klientów; Zachowania konsumenta; Przegląd literatury

EN

Brand; Customer loyalty; Consumer behaviour; Literature review

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 8
• Strony: 24--29

Twórcy

autor

Anna Jaszczewska

• Szkoła Główna Handlowa w Warszawie, doktorantka

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