Warianty tytułu
Języki publikacji
Abstrakty
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. (original abstract)
Rocznik
Strony
147--162
Opis fizyczny
Twórcy
autor
- University of Technology and Humanities
autor
- University of Technology and Humanities
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171591151