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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Influence of Customers Involvement on Brand Loyalty
 Vebrová, Tereza ; Hron, Jan (advisor) ; Rojík, Stanislav (referee)
The dissertation thesis focuses on identifying relationship between brand loyalty and customer product involvement. The main goal is to find out whether customer product involvement has a positive effect on brand loyalty. In the theoretical basis are defined the main terms of brand loyalty and customer product involvement and are discussed various approaches of authors who examined the issue. The own research follows after the theoretical part whose primary data was collected by using an electronic questionnaire. The research was applied to the area of telecommunication services in the Czech Republic. On the basis of factor analyses were evaluated factors a web-based brand loyalty and customer product involvement with these factors were then made cluster analyses to find customers segments. Using correlation analyses were determined the effects of sociodemographic variables on brand loyalty and customer product involvement. At the same time it was also found the relationship between brand loyalty and customer product involvement. The research results are used for the development of the discipline, are discussed in the context of previous studies and are described in terms of theoretical and practical use.
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