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DKUM
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Title:
The effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products
Authors:
ID
Šakytė-Statnickė, Gita
(
Author
)
Files:
https://organizacija.fov.um.si/sl/stevilke/let-57-st-4-2024/
RAZ_Sakytė-Statnickė_Gita_2024.pdf
(1,08 MB)
MD5: 9641AB0CFC0BFFA8AA796BC9141E97DA
Language:
English
Work type:
Unknown
Typology:
1.01 - Original Scientific Article
Organization:
FOV - Faculty of Organizational Sciences in Kranj
Abstract:
Purpose: Brand awareness enables brand recognition in different market conditions, which is very important for companies selling digital products or providing digital services. Purpose of this paper is to determine the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products. These factors are important and have an impact on brand awareness, but their impact on the brand awareness of digital products in particular has not been investigated. Methods: A questionnaire was conducted to a sample of 403 consumers who buy and use digital products in Lithuania. The Multiple Linear Regression (MLR) model was created and a statistically significant direct positive impact of brand association and brand image on brand awareness of companies of digital products was determined. Results: The empirical research of the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products revealed a statistically significant direct positive impact of brand association and brand image on brand awareness of companies of digital products. The strongest direct positive impact of brand image on brand awareness than brand association. Conclusion: The findings of research provide valuable insights into the crucial role played by brand association and brand image in building brand awareness for companies of digital products.
Keywords:
brand awareness
,
brand association
,
brand image
,
digital products
Publication date:
01.01.2024
Year of publishing:
2024
Number of pages:
str. 392-400
Numbering:
Vol. 57, issue 4
PID:
20.500.12556/DKUM-94370
UDC:
659.126
ISSN on article:
1318-5454
COBISS.SI-ID:
245646083
DOI:
10.2478/orga-2024-0028
Publication date in DKUM:
14.08.2025
Views:
125
Downloads:
6
Metadata:
Categories:
Misc.
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Record is a part of a journal
Title:
Organizacija : revija za management, informatiko in kadre
Shortened title:
Organizacija
Publisher:
Moderna organizacija
ISSN:
1318-5454
COBISS.SI-ID:
610909
Licences
License:
CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:
http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:
The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Secondary language
Language:
Slovenian
Title:
Vpliv povezave z blagovno znamko in podobe blagovne znamke na prepoznavnost blagovne znamke litovskih podjetij digitalnih izdelkov
Abstract:
Namen: Prepoznavnost blagovne znamke omogoča večjo prepoznavnost v različnih tržnih razmerah, kar je izredno pomembno za podjetja, ki prodajajo digitalne izdelke ali ponujajo digitalne storitve. Namen tega prispevka je raziskati učinek povezovanja z blagovno znamko in podobe blagovne znamke na prepoznavnost blagovne znamke litovskih podjetij, ki prodajajo digitalne izdelke. Ti dejavniki so pomembni in vplivajo na prepoznavnost blagovne znamke, vendar njihov vpliv na prepoznavnost blagovne znamke, še posebej v primeru digitalnih izdelkov, doslej ni bil podrobneje raziskovan. Metode: Vprašalnik je bil izveden na vzorcu 403 potrošnikov, ki kupujejo in uporabljajo digitalne izdelke v Litvi. Izdelan je bil model večkratne linearne regresije (MLR), ki je pokazal statistično pomemben neposreden pozitiven vpliv povezovanja z blagovno znamko in imidža blagovne znamke na prepoznavnost blagovne znamke podjetij digitalnih izdelkov. Rezultati: Empirična raziskava je pokazala statistično pomemben neposreden pozitiven vpliv povezovanja z blagovno znamko in podobe blagovne znamke na prepoznavnost blagovne znamke litovskih podjetij digitalnih izdelkov. Najmočnejši neposreden pozitiven vpliv na prepoznavnost blagovne znamke ima povezovanje z blagovno znamko. Zaključek: Ugotovitve raziskave zagotavljajo dragocen vpogled v ključno vlogo, ki jo imata povezava z blagovno znamko in podoba blagovne znamke pri gradnji prepoznavnosti blagovne znamke za podjetja, ki ponujajo digitalne izdelke.
Keywords:
prepoznavnost blagovne znamke
,
povezava z blagovno znamko
,
podoba blagovne znamke
,
digitalni izdelki
Collection
This document is a part of these collections:
Organizacija
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