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:	Marcin ŚWITAŁA, Agnieszka ŁUKASIEWICZ
Formato:	article
Lenguaje:	EN
Publicado:	Silesian University of Technology 2021
Materias:	brand equity brand image brand awareness customer cooperation road freight transport Transportation engineering TA1001-1280
Acceso en línea:	https://doaj.org/article/866a5409b22d48acb80a8172466d781b
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spelling	oai:doaj.org-article:866a5409b22d48acb80a8172466d781b2021-12-02T19:18:25ZBRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY10.21307/tp-2021-0411896-05962300-861Xhttps://doaj.org/article/866a5409b22d48acb80a8172466d781b2021-09-01T00:00:00Zhttp://transportproblems.polsl.pl/pl/Archiwum/2021/zeszyt3/2021t16z3_05.pdfhttps://doaj.org/toc/1896-0596https://doaj.org/toc/2300-861XThis 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. Marcin ŚWITAŁAAgnieszka ŁUKASIEWICZSilesian University of Technologyarticlebrand equitybrand imagebrand awarenesscustomer cooperationroad freight transportTransportation engineeringTA1001-1280ENTransport Problems, Vol 16, Iss 3, Pp 53-63 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand equity brand image brand awareness customer cooperation road freight transport Transportation engineering TA1001-1280
spellingShingle	brand equity brand image brand awareness customer cooperation road freight transport Transportation engineering TA1001-1280 Marcin ŚWITAŁA Agnieszka ŁUKASIEWICZ BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
description	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.
format	article
author	Marcin ŚWITAŁA Agnieszka ŁUKASIEWICZ
author_facet	Marcin ŚWITAŁA Agnieszka ŁUKASIEWICZ
author_sort	Marcin ŚWITAŁA
title	BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
title_short	BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
title_full	BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
title_fullStr	BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
title_full_unstemmed	BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY
title_sort	brand equity as a determinant of customer cooperation growth in the road freight transport industry
publisher	Silesian University of Technology
publishDate	2021
url	https://doaj.org/article/866a5409b22d48acb80a8172466d781b
work_keys_str_mv	AT marcinswitała brandequityasadeterminantofcustomercooperationgrowthintheroadfreighttransportindustry AT agnieszkałukasiewicz brandequityasadeterminantofcustomercooperationgrowthintheroadfreighttransportindustry
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BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY

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