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Lojalność konsumentów wobec wybranych marek smartfonów

Ekonomia Miedzynarodowa, 2020 (31), p.185-204 [Peer Reviewed Journal]

2020. This work is published under https://creativecommons.org/licenses/by-nc-nd/4.0 (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2082-4440 ;EISSN: 2300-6005 ;DOI: 10.18778/2082-4440.31.02

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  • Title:
    Lojalność konsumentów wobec wybranych marek smartfonów
  • Author: Krzaczek, Marcin ; Reysowski, Marek
  • Subjects: Attitudes ; Behavior ; Brand loyalty ; Economy ; Market segmentation ; Marketing / Advertising ; Patronage ; Purchasing ; Smartphones
  • Is Part Of: Ekonomia Miedzynarodowa, 2020 (31), p.185-204
  • Description: The purpose of the article is to present the main aspects of brand loyalty among Polish buyers regarding the leading Asian brands of smartphone, Samsung and Huawei. The main definitions of brand loyalty and the theory behind it, especially the distinction between repeat purchasing behavior and brand relative attitude, are discussed. Based on this, it is possible to identify different levels of brand loyalty: no loyalty, latent loyalty, spurious loyalty, and loyalty. Data concerning the market for smartphones globally and in Poland are presented. The main part of the article, the analysis of brand loyalty, is based on empirical research conducted in March 2020 on a sample of 1200 Poles; 329 respondents used Samsung smartphones, and 304 used Huawei. The level of repeat patronage and the relative attitude towards these two brands are measured, and the main differences between the two brands are identified. The main conclusion is that the variations in market segmentation based on demographic, geographic, and behavioral criteria are the main source of these differences.
  • Publisher: Lodz: Wydawnictwo Uniwersytetu Łódzkiego
  • Language: Polish
  • Identifier: ISSN: 2082-4440
    EISSN: 2300-6005
    DOI: 10.18778/2082-4440.31.02
  • Source: AUTh Library subscriptions: ProQuest Central
    CEEOL: Open Access
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