A Relation Between Passenger Car Brand Image and Consumer Loyalty. A Proof Based on Cluster Analysis

• Autorzy: Aleksander Lotko , Radosław Luft
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Brand image; Customer loyalty; Automotive industry; Automotive sector; Cluster analysis

PL

Wizerunek marki; Lojalność klientów; Przemysł motoryzacyjny; Sektor motoryzacyjny; Analiza skupień

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2020
• Numer: z. 143 Contemporary Management
• Strony: 147--162

Twórcy

autor

Aleksander Lotko

• University of Technology and Humanities

autor

Radosław Luft

• University of Technology and Humanities

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Identyfikatory

DOI

10.29119/1641-3466.2020.143.12