Wpływ elementów nazwy marki na jej postrzeganie przez nabywców – badanie eksploracyjne

• Authors: Agata Krycia-Chomińska

Title variants

EN

The influence of brand name components on purchaser’s brand perception − exploratory study

• Languages of publication: PL EN

Abstracts

EN

The purpose of this article is to answer the question: what is and what could be a direction for future research of the impact of elements of brand names in particular, on buyers? Using the literary analysis method previously discussed problems and hypotheses on the impact of the elements on their perception of brands by the buyers were examined. The analysis of existing empirical studies preceded the proposals model and hypotheses arising from the research gaps.

Keywords

EN

brand name; brand awareness and brand image

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Nauki o Zarządzaniu
• Year: 2013
• Issue: 3(16)
• Pages: 48-62

Contributors

author

Agata Krycia-Chomińska

• Uniwersytet Ekonomiczny we Wrocławiu

References

• Bettman J.R., Sujan M., Effects of framing on evaluation of comparable and noncomparable alternatives by expert and novice consumers, “Journal of Consumer Research” 1987, 14 (September).
• Chattopadhyay A., Alba J.W., The situational importance of recall and inference in consumer decision making, “Journal of Consumer Research” 1988, 15 (June).
• Day G.S., Shocker A.D., Srivastava R.K., Customer-oriented approaches to identifying product-markets, “Journal of Marketing” 1979, 43 (Fall).
• Fennell G., Consumer’s perceptions of the product-use situation, “Journal of Marketing” 1978, 42 (April).
• Fishbein M., Ajzen I., Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Addison-Wesley Publishing Company, 1975.
• Herzog H., Behavioral Science Concepts for Analyzing the Consumer, [w:] Marketing and the Behavioral Sciences, Perry Bliss, ed. Boston: Allyn and Bacon Inc., 1963.
• Kall J., Kłeczek R., Sagan A. Zarządzanie marką, Oficyna Wydawnicza, Kraków 2006.
• Keller K.L., Conceptualizing, measuring, and managing customer-based brand equity, “Journal of Marketing” 01.1993, vol. 57.
• Keller K., Heckler S.E., Houston M.J., The effects of brand name suggestiveness on advertising recall, “Journal of Marketing” 01/1998.
• Klink R., Creating brand names with meaning: The use of sound symbolism, Marketing Letters, Kluwer Academic Publishers 2000.
• Klink R., Creating meaningful new brand names: A study of semantics and sound symbolism, “Journal of Marketing Theory and Practice”, Spring 2001.
• Kłeczek R., Silna marka z punktu widzenia nabywcy, [w:] J. Kall, R. Kłeczek, A. Sagan, Zarządzanie marką, Oficyna Wydawnicza, Kraków 2006.
• Kotler P., Marketing. Analiza, planowanie, wdrażanie i kontrola, Felberg SJA, Warszawa 1999.
• Lowrey T., Lerman D., Luna D., Phonetic symbolism and brand name preferences in French and English, “European Advances in Consumer Research” 2008, vol. 8.
• Miller K.E., Ginter J.L., An investigation of situational variation in brand choice behavior and attitude, “Journal of Marketing Research” 1979, 16 (February).
• Plummer J.T., How personality makes a difference, “Journal of Advertising Research” 1985, 24(6).
• Zboralski M., Nazwy firm i produktów, PWE, Warszawa 2000.