Perception of car brands with an emphasis on expected benefits and features as prerequisites for customer satisfaction

Perception of car brands with an emphasis on expected benefits and features as prerequisites for customer satisfaction

Brand management plays a crucial role in increasing the loyalty of current customers as well as in gaining new customers. The product brand significantly influences shopping behaviour of customers. Many customers prefer branded products to non-branded ones. Some of them prefer branded products in ge...

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Bibliographic Details
Main Authors: Janoskova Katarina, Kral Pavol, Popescu Gheorghe H., Rowland Zuzana, Kramarova Katarina
Format: Article
Language:English
Published: Sciendo 2021-09-01
Series:Management şi Marketing
Subjects:
brand
customer perception
brand perception
marketing research
slovakia
chi-square test
Online Access:https://doi.org/10.2478/mmcks-2021-0018

Internet

https://doi.org/10.2478/mmcks-2021-0018

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