Abstract
Brand value, as subjectively perceived by customers, represents a source of valuable competitive advantage for an enterprise. However, there are numerous theoretical approaches to building and managing brand value, which bring about many problems in practice when it comes to its application. These are related to the variety of approaches to measuring brand value as well as to strategies of the building and management thereof. In order to avoid undesirable impacts associated with the implementation of an inappropriate branding pattern, marketing managers should primarily consider the nature of the socio-cultural profile of a country where the branding concept is to be applied and the country of origin of the concept itself. However, the awareness of the need to respect the socio-cultural profile of the country is not sufficient. It creates a space for identifying causalities and correlations among attributes of socio-cultural profiles and subjectively perceived sources of brand value. In accordance with the abovementioned factors, the aim of this chapter is to identify specifics in the perception of sources of brand value in the scope of the traditional quadratic typology of purchasing behaviour, based on a case study of the Slovak Republic. To fulfil this aim, the data obtained from our own survey has been statistically evaluated by means of factor analysis supported by the implementation of the KMO Test, Bartlett’s test of sphericity and the calculation of Cronbach’s Alpha. Thus, the specifics in brand value perception across traditional quadratic typology of purchasing behaviour can be identified, and a platform for future research on the relevant disparities in the cross-cultural investigation of brand value sources can be created.
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Acknowledgements
The research leading to these results has received funding from the project entitled “Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic” in the framework of the Slovak Research and Development Agency programme under the grant agreement number APVV-15-0505.
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Majerova, J., Krizanova, A. (2020). The Black Box of Consumer Behaviour and Brand Value Perception: Case Study of the Slovak Republic. In: Sroka, W. (eds) Perspectives on Consumer Behaviour. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-47380-8_5
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