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1

PURCHASE MOTIVES AS DETERMINANTS OF BRAND LOYALTY

100%
Zawadzka A. M.
Psychological Studies
|
2004
|
vol. 42
|
issue 2
105
EN
The aim of this research was to verify a hypothesis concerning the possibility of predicting brand loyalty according to purchase motives. Two separate studies were carried out and according to cognitive approach two different criteria of brand loyalty were adopted: brand awareness in the first study and attitude in the other one. Purchase Motives Questionnaire (Zawadzka 2003b) was employed to measure motives. The analyses were based on a commodity product: facial cream. The first sample consisted of 71 and the other one consisted of 67 women. Multinomial Logit Regression Analysis was employed to verify the hypothesis. The results of this research confirmed the hypothesis and the tested model proved to be significant. Both studies showed that symbolic motives are, to the highest degree, responsible for brand loyalty. This implies that brand loyalty towards the tested product may be predicted on the basis of how significant for the purchaser this category of motives is. Additionally, the results of two studies showed negative effect of cognitive motives on brand loyalty. This means that predictability of brand loyalty decreases with the increase of their significance for the purchaser. The conclusion is that brand loyalty may be predicted on the basis of purchase motives.
2

VOCATIONAL ORIENTATIONS QUESTIONNAIRE - TOOL RELIABILITY AND ACCURACY ANALYSIS

63%
Zawadzka A. M., Szczygiel D.
Psychological Studies
|
2007
|
vol. 45
|
issue 3
67-79
EN
The purpose of the article is to present Polish version of the Vocational Orientations Questionnaire. The Vocational Orientations Questionnaire is based on the Vocational Personality Life Style created by Holland (1985, 1997). Main psychometric parameters are presented. W-Kendall's coefficients of concordance of ratings of qualified judges indicated the internal validity of selected statements of the questionnaire. Factor analysis (N=455) identified six factors that are congruent with vocational types specified by Holland's model: realistic, investigative, artistic, enterprising, social and conventional. A confirmation analysis method (N=443) indicated, that six factors model was well adjusted to the group. The analysis of Cronbach Coefficient Alpha conformed reliability of the measure. Theoretical validity of the Vocational Orientations Questionnaire (N= 117) was estimated by analyze of the associations between the Vocational Orientations Questionnaire and personality traits and types of interests. Personality was measured by Personality Inventory NEO-FFI constructed by Costa and McCrae (Zawadzki, Strelau, Szczepaniak i Sliwinska 1998) and types of interest were measured by Interests Inventory (Frydrychowicz, Jaworska, Woynarowska i Matuszewski 1994).
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