Přehled o publikaci

This article aims to investigate the socio-economic nature of car brand loyalty. The hypothesis is that brand loyalty is a complex structure with a complicated socioeconomic background. Nowadays, massive research is focused mainly on the psychographic background of the brand loyalty phenomenon. However, a socio-economic aspect of consumers is also entering into brand loyalty creation. It is supposed that brands with loyal consumers have more educative strength than brands where brand loyalty is missing. As it is challenging to identify consumers with a psychographic profile suitable for loyal brands, the changes in consumer behaviour are hard to reach. However, if the socioeconomic profile of loyal consumers is detected, environmental education can be focused precisely and with higher effectiveness. Some preliminary data have been collected in Slovakia to investigate the socio-economic background of car brand loyalty. To collect these data, a questionnaire survey has been used. It was realised in the last qua