Vartotojų lojalumas prekės ženklo kilmės šaliai

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Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Lietuvių kalba / Lithuanian
Vartotojų lojalumas prekės ženklo kilmės šaliai
In the Journal:
Ekonomika ir vadyba [Economics and management]. 2007, Nr. 12, p. 311-316
Summary / Abstract:

LTŠiame darbe tyrinėjamos tokios šiuolaikiniam marketingui aktualios koncepcijos kaip prekės ženklas, prekės ženklo kilmės šalis ir vartotojų lojalumas prekės ženklui. Remiantis teorinės medžiagos analize ir pilotinio tyrimo, atliktos tiesioginės apklausos rezultatais, nustatyta, kad atskirose prekių grupėse gali būti vartotojų, kurie yra lojalūs ne prekės ženklui, o prekės ženklo kilmės šaliai. Atsižvelgiant į šiuos rezultatus, darbe suformuluojamos galimos tolesnės vartotojų lojalumo prekės ženklo kilmės šaliai tyrinėjimo kryptys ir klausimai. [Iš leidinio]

ENAn increasingly intensive competition in many areas prompts companies to employ an ever wider variety of tools for competition and look for more effective ways to apply them. The concept country of origin, which is widely acknowledged as a significant brand attribute, can be considered as one of such tools for competition, which can be used effectively by companies in practice, for example, by linking brand with a particular country, by using the name of country in company marketing strategy. Another equally important and popular concept of contemporary marketing is consumer's loyalty. And that is only natural, as loyal consumers are good for company, because they are less price-sensible, reduce costs of acquiring new consumers, and increase company's profitability. Based on consumers' brand loyalty, this paper examines the possibility of their loyalty towards country of origin of brand. In practice, this would reflect as consumers' loyalty not towards particular brand, but, for instance, towards "German" cars, "Swiss" chocolate, etc. This topic is important, because it has not only been in need of a more thorough investigation, but also because its significance for companies, who are planning and implementing their international marketing strategies or for state institutions, who are creating the image of the country. [From the publication]

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2018-12-17 12:04:26
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