Understanding the Antecedents of Brand Loyalty for Improved Brand Sustainability

• Autorzy: Kunjal Sinha , Rajesh Khajuria , Hetal Thakar

Warianty tytułu

Znaczenie czynników lojalności wobec marki dla jej zrównoważonego rozwoju

• Języki publikacji: PL

Abstrakty

Zrozumienie czynników lojalności wobec marki jest kluczowe dla jej podtrzymania i rozwoju. Przedstawione w artykule badanie miało na celu poznanie tych czynników w branży kosmetycznej. Badana próba objęła 500 pracujących kobiet w stanie Gujarat w Indiach. Jako narzędzie badawcze zastosowano kwestionariusz składający się z 29 pytań dotyczących postrzegania marki, zaufania do marki i kapitału marki. Jako narzędzie pomiaru zastosowano 5-cio stopniową skalę Likerta. Do analizy pozyskanych danych użyto statystykę opisową. Wyniki analizy wskazują, że do najważniejszych czynników wpływających na lojalność wobec marki należą takie atrybuty jak zaufanie do marki i jej postrzeganie, rozpoznawalność i jakość produktu oraz preferencje i ryzyko.(abstrakt oryginalny)

EN

Understanding the loyalty factors which affect consumers while selecting a brand becomes the need of an hour, which in turn makes brand sustainable. The current study is based on understanding the antecedents of brand loyalty for improved brand sustainability for cosmetic industry. The data is collected based on descriptive research design. The sample size is 500 working women of Gujarat (India). A well-designed structured questionnaire consisting of 29 statements related to brand association, brand equity and brand trust, is used to collect the responses measured on a five-point Likert scale (Strongly Disagree to Strongly Agree). The factor analysis is performed to draw factors of importance. The results revealed that the factors such as brand trust, brand association, perceived quality, brand name, brand preferences, perceived value and risk, product attributes and risk are the major factors affecting brand loyalty.(original abstract)

Słowa kluczowe

PL

Lojalność; Rozwój zrównoważony; Lojalność klientów; Marka przedsiębiorstwa; Marka; Kapitał marki

EN

Loyalty; Sustainable development; Customer loyalty; Enterprise's brand; Brand; Brand capital

• Czasopismo: Studies & Proceedings of Polish Association for Knowledge Management
• Rocznik: 2018
• Tom: 89
• Strony: 5--19

Twórcy

autor

Kunjal Sinha

• Gujarat Technological University

autor

Rajesh Khajuria

• Gujarat Technological University

autor

Hetal Thakar

• Gujarat Technological University

Bibliografia

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