BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Lotko Aleksander (Kazimierz Pulaski University of Technology and Humanities in Radom)
Tytuł
The Identity of the Selected Automotive Brand Based on the Analysis of Advertisements
Źródło
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska, 2022, z. 157, s. 293-308, bibliogr. 37 poz.
Tytuł własny numeru
Contemporary Management
Słowa kluczowe
Rynek motoryzacyjny, Marka produktu, Wizerunek marki
Motorization market, Product brand, Brand image
Uwagi
summ.
Firma/Organizacja
Jeep
Abstrakt
Purpose: Specification of the identity of a selected automotive brand - Jeep on the basis of the analysis of the advertisement content and verification of its correspondence to the brand image presented in the literature. Design/methodology/approach: In order to determine the identity of the brand we analysed the content of 13 advertisements of the Jeep brand available on YouTube. Then we conducted the quantitative and qualitative analysis of the text. In the quantitative analysis we examined the frequency of the occurrence of the attributes. We carried out a comparative analysis of the content of the advertisements and the results of the research available in the literature. Findings: The identity of the Jeep brand corresponds to the one described in the literature. Both in the marketing message and in the analyses of the results of the study it is perceived as being connected with freedom, adventure, open space as well as the off-road style and endurance. However certain discrepancies have been observed. In the scientific literature no associations of the brand and the creation of the history and the legend has been noticed, nor the exhibition of the blood ties and attachment to the brand "family" and nor the promotion of the independent and active lifestyle has been noticed. Whereas in the advertisement message the properties of the brand concerning its roughness and harshness suggested by numerous authors do not exist. Practical implications: We obtained information about the selected automotive brand. This information shows which attributes build its identity, i.e. the image of the brand desired by its owner. On this ground we may decide on taking up the marketing activities (promotional and others) aiming to create the image of the brand corresponding to the owners' intentions. Limitations: We analysed only the advertisements from the years 2007-2019 directed to the Polish market. This study should be treated as a pilot kind of the study. Originality/value: The comparison of the identity of the brand present in the advertisement message and scientific literature. We observed the correspondence of numerous attributes, as well as differences. The conclusions may contribute to the opening up of the discussion on the creation of the brand in the passenger cars market.(original abstract)
Pełny tekst
Pokaż
Bibliografia
Pokaż
  1. Altkorn, J. (1999). Strategia marki. Warszawa: PWE.
  2. Bennett, R., and Rundel-Thiele, S. (2005). The brand loyalty life cycle: Implications for marketers. Journal of Brand Management, 12, pp. 250-263. doi: 10.1057/ palgrave.bm.2540221.
  3. Czubała, A. et al. (2006). Marketing usług. Kraków: Wolters Kluwer.
  4. Danziger, P. (2018). Who's Buying Jeeps and Why? A Psychographic Case Study. Retrieved from https://unitymarketingonline.com/whos-buying-jeeps-and-why-a-psychographic-case-study, 10.11.2021.
  5. Dębski, M. (2009). Kreowanie silnej marki. Warszawa: PWE.
  6. Dzyabura, D., and Peres, R. (2020). Visual Elicitation of Brand Perception. SSRN. doi: 10.2139/ssrn.3496538.
  7. Edmark (2021). Jeep. Ciekawostki związane z nazwą marki. Retrieved from http://www.edmark.com.pl, 03.11.2021.
  8. Essamri, A., McKechnie, S., and Winklhofer, H. (2019). Co-creating corporate brand identity with online brand communities: A managerial perspective. Journal of Business Research, 96, 3, pp. 366-375. doi: 10.1016/j.jbusres.2018.07.015.
  9. FCA (2020). Marki FCA rejestracje 2020. Retrieved from http://fcagroup.pl, 03.11.2021.
  10. FCA (2021). Fiat Chrysler Automobiles podsumowuje sprzedaż w Polsce w 2020 roku. Retrieved from http://fcagroup.pl, 03.11.2021.
  11. Grzegorczyk, A. (2005). Wizerunek marki jako narzędzie oddziaływania rynkowego. In: A. Grzegorczyk (Ed.), Instrumenty kształtowania wizerunku marki. Warszawa: Wyższa Szkoła Promocji.
  12. Henderson, G., Iacobucci, D., and Calder, B. (2002). Using Network Analysis to Understand Brands. Advances in Consumer Research, 29, pp. 397-405.
  13. Jeep (2021). Przygoda życia. Retrieved from http://jeep.pl/historia, 03.11.2021.
  14. Kall, J. (2002). 13 zasad zarządzania marką. Marketing w Praktyce, 2.
  15. Kall, J. (2006). Istota marki. Integracja Europejska, 3.
  16. Keller, K. (2003). Understanding Branding, Brands and Brand Equity. Interactive Marketing, 5, 1, pp. 7-20.
  17. Kotler, P. (2006). The new marketing and sales-strategies and tactics. XIX Seminar of the Series Authorities.
  18. Kotler, P., and Armstrong, G. (2008). Principles of Marketing. Fifth European Edition. London: Pearson Education.
  19. Kotler, P., Armstrong, G. (1989). Principles of Marketing. London: Prentice Hall International.
  20. Lechowski, M., Lotko, M., and Lotko, A. (2014). Akcje serwisowe i usterkowość a wizerunek marki samochodu. Logistyka, 3, pp. 4-8.
  21. Liczmańska, K. (2008). Silna marka jako źródło przewagi konkurencyjnej w momencie zakupu. Roczniki Ekonomiczne Kujawsko-Pomorskiej Szkoły Wyższej w Bydgoszczy, 1, pp. 89-97.
  22. Liu, C., Wei, Y., and Zhang, L. (2018). Licensing or not Licensing? A Pilot Study on Examining the Apparel Extension of Auto Brands Ford and Jeep in China Market. In: Y. Xu, T. Chi, and J. Su (Eds.), Chinese Consumers and the Fashion Market. Singapur: Springer. doi: 10.1007/978-981-10-8429-4_7.
  23. Marciszewska, B. (2010). Produkt turystyczny a ekonomia doświadczeń. Warszawa: C.H. Beck.
  24. Marrone, L. (2019). Alfa Romeo and Jeep brands: strategic direction in times of global change. Rome: LUISS. Department of Business and Management.
  25. McAlexander, J., Schouten, J., and Koenig, H. (2002). Building Brand Community. Journal of Marketing. 1, pp. 66-71. doi.org/10.1509/jmkg.66.1.38.18451
  26. Michalski, E. (2003). Marketing. Podręcznik akademicki. Warszawa: PWN.
  27. Mistak (2021). Wszystkie polskie reklamy Jeep (2007-2019). Retrieved from https://www.youtube.com/watch?v=JSBfgx3e-fE, 29.10.2021.
  28. Moje Auto (2021). Jeep - historia marki. Retrieved from http://samochody.mojeauto.pl/ jeep/historia_koncernu, 04.11.2021.
  29. Polonsky, M. (2012). Going Beyond the Information Given: Perceiving Owners' Personalities from Brands and Perceiving Brands from Owners' Personalities. Connecticut: University of Connecticut.
  30. Prykop, C., and Heitmann, M. (2011). Designing Mobile Brand Communities: Concept and Empirical Illustration. Journal of Organizational Computing and Electronic Commerce, 16, 3-4, pp. 23-30. doi: 10.1080/10919392.2006.9681205.
  31. Remer, D. (2004). Kształtowanie wizerunku marki na przykładzie samochodów osobowych Volvo. Katowice: Górnośląska Wyższa Szkoła Handlowa.
  32. Skrzypek, E., and Pinzaru, F. (2017). Marka jako ważny element marketingu. Zeszyty Naukowe Uniwersytetu Przyrodniczo-Humanistycznego w Siedlcach, seria: Administracja i Zarządzanie, 114, pp. 197-210.
  33. Sułkowski, Ł. (2015). Epistemologia i metodologia zarządzania. Warszawa: PWE.
  34. TNS (2011). Jak postrzegamy marki samochodowe. Warszawa: TNS OBOP.
  35. Wei, Y. (2014). Using Brand Concept Maps to Examine the Extension of Ford and Jeep Brands. Baton Rouge: Louisiana State University.
  36. Wikipedia (2021). Jeep. Retrieved from: https://pl.wikipedia.org/wiki/Jeep, 04.11.2021.
  37. Yorkston, E., Nunes, J., and Matta, S. (2010). The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions. Journal of Marketing, 74, 1, pp. 80-93. doi: 10.1509/jmkg.74.1.80.
Cytowane przez
Pokaż
ISSN
1641-3466
Język
eng
URI / DOI
http://dx.doi.org/10.29119/1641-3466.2022.157.19
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu