BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
This article presents the results of a survey that was carried out among companies commissioning cargo handling on the national transport services market. The aim of this study was to determine the relationship between brand awareness, image and brand equity in terms of companies s...
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Autores principales: | , |
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Formato: | article |
Lenguaje: | EN |
Publicado: |
Silesian University of Technology
2021
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Materias: | |
Acceso en línea: | https://doaj.org/article/866a5409b22d48acb80a8172466d781b |
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Sumario: | This article presents the results of a survey that was carried out among
companies commissioning cargo handling on the national transport services market. The
aim of this study was to determine the relationship between brand awareness, image and
brand equity in terms of companies specializing in road freight transport. The relations
between brand equity and the process of handling transport orders were also evaluated.
Specific hypotheses about significant dependencies between the parameters referred to
above were formulated and were then verified by performing a quantitative data analysis,
relying on Spearman’s rank correlation coefficient and the chi-square test of independence.
A statistically significant correlation between brand image and equity, on the one hand,
and between brand awareness and image, on the other, has been identified based on the
survey. The research confirms the importance of brand equity in the development of
business operations, mainly due to the existence of significant and statistically important
dependencies between brand equity and customer cooperation-related parameters that have
been observed in the three types of relationships under analysis. |
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