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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...
Celem artykułu było opracowanie modelu związku wizerunku marki samochodu osobowego z lojalnością klientów. Przeprowadzono badanie ankietowe. Jako metodę opracowania wyników wykorzystano modelowanie równań strukturalnych. Wizerunek marki okazał się konstruktem dwuwymiarowym. Dalej skonstruowano model ścieżkowy, zgodnie z którym postrzeganie marki w wymiarze „rodzinnego zaufania” silnie wpływa na lojalność...
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