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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259603 |
| Date | January 2016 |
| Creators | Vebrová, Tereza |
| Contributors | Hron, Jan, Rojík, Stanislav |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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