BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY

Publications

Share / Export Citation / Email / Print / Text size:

Transport Problems

Silesian University of Technology

Subject: Economics, Transportation, Transportation Science & Technology

GET ALERTS

eISSN: 2300-861X

DESCRIPTION

8
Reader(s)
8
Visit(s)
0
Comment(s)
0
Share(s)

VOLUME 16 , ISSUE 3 (September 2021) > List of articles

BRAND EQUITY AS A DETERMINANT OF CUSTOMER COOPERATION GROWTH IN THE ROAD FREIGHT TRANSPORT INDUSTRY

Marcin ŚWITAŁA * / Agnieszka ŁUKASIEWICZ

Keywords : brand equity; brand image; brand awareness; customer cooperation; road freight transport

Citation Information : Transport Problems. Volume 16, Issue 3, Pages 53-63, DOI: https://doi.org/10.21307/tp-2021-041

License : (CC BY 4.0)

Received Date : 03-April-2020 / Accepted: 08-September-2021 / Published Online: 30-September-2021

ARTICLE

ABSTRACT

This article presents the results of a survey that was carried out among companies commissioning cargo handling on the national transport services market. The aim of this study was to determine the relationship between brand awareness, image and brand equity in terms of companies specializing in road freight transport. The relations between brand equity and the process of handling transport orders were also evaluated. Specific hypotheses about significant dependencies between the parameters referred to above were formulated and were then verified by performing a quantitative data analysis, relying on Spearman’s rank correlation coefficient and the chi-square test of independence. A statistically significant correlation between brand image and equity, on the one hand, and between brand awareness and image, on the other, has been identified based on the survey. The research confirms the importance of brand equity in the development of business operations, mainly due to the existence of significant and statistically important dependencies between brand equity and customer cooperation-related parameters that have been observed in the three types of relationships under analysis.

Content not available PDF Share

FIGURES & TABLES

REFERENCES

1. Oflac, B.S. & Doburacli, B. & Yavas, T. & Escobar, M.G. Services marketing mix efforts of a global services brand: the case of DHL Logistics. Procedia Economics and Finance. 2015. Vol. 23. P. 1079-1083.

2. Świtała, M. & Gamrot, W. & Reformat, B. & Bilińska-Reformat K. The Influence of brand awareness and brand image on brand equity – an empirical study of logistics service providers. Journal of Economics and Management. 2018. Vol. 33. P. 96-119.

3. Lassar, W. & Mittal, B. & Sharma, A. Measuring customer-based brand equity. Journal of Consumer Marketing. 1995. Vol. 12. P. 11-19.

4. Hoeffler S. & Keller K.L. The Marketing advantages of strong brands. Journal of Brand Management. 2003. Vol. 10. P. 421-445.

5. Moniruzzaman, S. & Amrul, A.M. & Yusniza, K. Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services. 2021. Vol. 59. P. 1-14.

6. Chang, Y. & Wang, X. & Su, L. & Cui, A.P. B2B brand orientation, relationship commitment, and buyer-supplier relational performance. Journal of Business & Industrial Marketing. 2021. Vol. 36. No. 2. P. 324-336.

7. Gustafson, B.M. & Pomirleanu, N. A discursive framework of B2B brand legitimacy. Industrial Marketing Management. 2021. Vol. 93. P. 22-31.

8. Kittur, P. & Chatterjee, S. Goods and services related brand image and B2B customer loyalty: effects of construal level. Journal of Business and Industrial Marketing. 2021. Vol. 36. No. 2. P. 17-30.

9. Keller, K. L. Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River: Prentice Hall. 2007. 624 p.

10. Zieliński, M. & Kubacki, M. Marka we współczesnej gospodarce. Zeszyty Naukowe Uniwersytetu Szczecińskiego nr 803, Finanse, Rynki Finansowe, Ubezpieczenia. 2014. Vol. 66. P. 705-719. [In Polish: Zieliński, M. & Kubacki, M. Brand in the modern economy. University of Szczecin Scientific Papers no 803, Finance, Financial Markets, Insurance].

11. Kotler, Ph. The new marketing and sales-strategies and tactics. XIX Seminar of the Series Authorities. 17.05.2006.

12. Kapferer, J. The new strategic brand management: creating and sustaining brand equity long term. 4th Edition. London: Kogan Page. 2008. 576 p.

13. Kotler, Ph. & Pfoertsch, W. B2B brand management. Berlin: Springer. 2006. 373 p.

14. Keller, K.L. Building customer-based brand equity: a blueprint for creating strong brands. Marketing Management. 2001. Vol 10. No. 2. P. 14-19.

15. Keller, K.L. Conceptualizing, measuring, and managing customer-based equity. Journal of Marketing. 1993. Vo. 57. P. 1-22.

16. Schivinski, B. & Łukasik, P. Rozwój badań nad kapitałem marki bazującym na konsumencie - przegląd literatury. Marketing i Rynek. 2014. Vol. 11. P. 74-80. [In Polish: Development of research on consumer-based brand equity – literaturę review. Marketing and Market].

17. Davis, D.F. & Golicic, S.L. & Marquardt, A. J. Branding a B2B service: does a brand differentiate a logistics service provider? Industrial Marketing Management. 2008. Vol. 37. No. 2. P. 218-227.

18. Aaker, D.A. Managing Brand Equity: Capitalizing on the value of a brand name. New York: The Free Press. 1991. 299 p.

19. Kall, J. & Kłeczek, R. & Sagan A. Zarządzanie marką. [In Polish: Brand management]. Second edition. Warsaw: Wolters Kluwer. 2013. 320 p.

20. Zhang, Y. The impact of brand image on consumer behaviour: a literature review. Open Journal of Business and Management. 2015. Vol. 3. No. 1. P. 58-60.

21. Kotler, Ph. & Barich, H. A framework for marketing image management. Sloane Management Review. 1991. Vol. 2. No. 32. P. 94-104.

22. Kahneman, D. Pułapki myślenia. O myśleniu szybkim i wolnym. [In Polish: Thinking, fast and slow]. Poznań: Media Rodzina. 2012. 498 p.

23. Curina, I. & Francioni, B. & Hegner, S.M. & Cioppi, M. Brand hate and non-repurchase intention: a service context perspective in a cross-channel setting. Journal of Retailing and Consumer Services. 2020. Vol. 54. P. 1-10.

24. Davis, D.F. & Golicic, S.L. & Marquardt, A.J. Measuring brand equity for logistics services. The International Journal of Logistics Management. 2009. Vol. 20. P. 201-212.

25. Świtała, M. & Niestrój, K. & Hanus, P. Przesłanki i bariery rozwoju współpracy między uczestnikami łańcuchów dostaw – wybrane wyniki badań. In: Kisperska-Moroń, D. & Niestrój, K. & Świtała, M. (ed.). Budowanie łańcuchów dostaw jutra w świetle teorii i wyników badań. 2017. Katowice: UE 2017. 321 p. [In Polish: Świtała, M. & Niestrój, K. & Hanus, P. Premises and barriers to the development of cooperation between participants of supply chains - selected research results. In: Kisperska-Moroń, D. & Niestrój, K. & Świtała, M. (ed.). Building the supply chains of tomorrow in the light of theory and research results].

26. Grant, D. & Juntunen, J. & Juga, J. & Juntunen, M. Using logistics service to achieve satisfaction and turn corporate brand equity into loyalty. In: Pawar, K.S. & Lalwani, C.S. (ed.). Global supply chains and inter-firm network. Proceedings of the 14th International Symposium on Logistics (14th ISL). 2009. Nottingham: Nottingham University Business School. P. 408-414.

27. Marquardt, A.J. & Golicic, S.L. & Davis, D.F. B2B services branding in the logistics services industry. Journal of Services Marketing. 2011. Vol. 25. No. 1. P. 47-57.

28. Volkov, V. & Taran, I. & Volkova, T. & Pavlenko, O. & Berezhnaja, N. Determining the efficient Management system for a specialized transport enterprise. Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu. 2020. No. 4. P. 185-191.

29. Świtała, M. & Klosa, E. The determinants of logistics cooperation in the supply chain – selected results of the opinion poll within logistics service providers and their customers. Logforum. 2015. Vol. 11. No. 4. P. 329-340.

EXTRA FILES

COMMENTS