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The influence of brand awareness and brand image on brand equity – an empirical study of logistics service providers

100%
Świtała M., Gamrot W., Reformat B., Bilińska-Reformat K.
Journal of Economics and Management
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2018
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vol. 33
96-119
EN
Aim/purpose – This article presents the results of research referring to Keller’s brand equity concept. The fundamental objective of the research was to examine the influence of brand awareness and brand image on brand equity. We were also interested which force of influence is greater. Design/methodology/approach – The research was based on secondary and primary sources of information. The primary research was carried out on a sample of 100 enterprises ordering logistics services. Data obtained in such a way was subject to statistical analysis using modelling of structural equations. Findings – Based on the analysis of paths in the model of structural equations, the existence of positive, but weak dependencies between brand awareness, brand image and brand equity was observed. While the results of bootstrap simulations conducted to estimate confidence intervals indicated that differences in the strength of this influence are not statistically significant. Research implications/limitations – The obtained results did not bring sufficient basis to accept or reject hypotheses assuming an essentially positive relationship between brand awareness and brand image and its equity. Simultaneously, the conducted research led to the rejection of the hypothesis in accordance to which the influence of brand awareness on brand equity is smaller than the influence of brand image on brand equity. Originality/value/contribution – Potential causes of differences between the results of our own research and the research presented by Davis, Golicic, & Marquardt (2008) were indicated.
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Transport intermodalny w Polsce – kierunki i bariery rozwoju z uwzględnieniem perspektywy usługodawców logistycznych

63%
Świtała M., Zowada K., Foltyński M.
Studia Ekonomiczne
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2018
|
vol. 357
108-121
PL
Celem artykułu jest przedstawienie najważniejszych kierunków rozwoju transportu intermodalnego w Polsce, z jednoczesnym nakreśleniem głównych barier hamujących ten rozwój. Podjęty problem omówiono z perspektywy krajowego rynku usług transportowych z uwzględnieniem opinii usługodawców logistycznych. Z badań wynika, że w najbliższych latach nastąpi gwałtowny wzrost zapotrzebowania na usługi intermodalne, zwłaszcza na morsko-lądowe przewozy zagranicznych armatorów oraz samochodowe przewozy kontenerów portowych. Najważniejsze kierunki interwencji związane będą z rozbudową morskiej infrastruktury punktowej oraz terminali drogowo- -kolejowych w ramach sieci TEN-T. Do głównych barier hamujących rozwój transportu intermodalnego w Polsce, niemających jednak tak dużej siły wpływu, jak początkowo zakładano, usługodawcy logistyczni zaliczyli: wysokie koszty działalności (w tym związane z użytkowaniem infrastruktury kolejowej) oraz zbyt długi czas dostawy.
EN
The aim of this article is to present the development directions and barriers of intermodal transport in Poland. The scope of the discussion will be restricted mainly to domestic transport market, and the main focus will be paid on different perspectives of logistics service providers (LSPs). According to the research, the demand for intermodal services, especially for sea-land transport provided by foreign shipowners and port containers transport services by road, are expected to grow significantly in the coming years. The most important directions of intervention will focus on the development of maritime infrastructure and multimodal platforms within the framework of the TEN-T network. It was found that high operating costs and long delivery time are considered to be a major obstacle to the development of intermodal transport in Poland.
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