Importance of the brand for consumer purchasing decision in the Sovak Republic

Anna Križanová, Ľubica Štefániková

Abstract


The paper mainly deals with importance of branding in consumer purchasing decision, with elements and importance of the brand in marketing management of an enterprise, in its corporate strategy which should be a means for obtaining and maintaining the customers. The paper also presents results of the research performed last year at the Department of Economics, Faculty of Operations and Economics of Transport and Communications, University of Žilina, in a sample of more than 800 respondents in Slovakia. Its main function was to determine the proportion of respondents who decided under the brand influence in their purchasing decisions and the researched factors that showed a correlation with decision-making under the influence of the brand.

Keywords


brand; brand management; marketing strategy; purchasing decision

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"Business Systems & Economics" ISSN online 2029-8234