Budování loajality zákazníků ke značkám oblečení na Facebooku

Jitka Burešová
Anotace

Loajalita zákazníků je považována za klíčový faktor ovlivňující dlouhodobý úspěch firem. Kniha pojednává o budování loajality na internetu, konkrétně na sociální síti Facebook. Tato největší sociální síť světa zajišťuje v současnosti vzájemnou komunikaci mezi 1,65 miliardy uživatelů po celém světě. Facebook se tak stal naprosto unikátním místem pro oslovení obrovské masy potenciálních zákazníků. Hlavním cílem autorky bylo zjistit, zda je možné budovat online loajalitu k firemním stránkám běžných módních značek na Facebooku a následně offline loajalitu ke značkám. V knize přináší výsledky:

• Model budování loajality

• Kategorizace českého módního trhu

• Ověření vztahu mezi úrovní ceny a vnímanou úrovní kvality

• Identifikace inovátorů a názorových vůdců v segmentu zákaz-níků běžných značek

• Nejkupovanějších běžných značek oblečení v České republice

Autorka Ing. Jitka Burešová, Ph.D., je odborná asistentka na Katedře marketingu a obchodu Ekonomické fakulty Technické univerzity v Liberci. Specializuje se na marketingovou komunikaci na Facebooku a marketing značky.

Více informací

E-kniha (PDF)

ISBN-13 978-80-210-9124-5
Počet stran 220
Rok vydání 2018
Pořadí vydání 1., elektronické
doi https://doi.org/10.5817/CZ.MUNI.M210-9124-2018

Brožovaná vazba

ISBN-13 978-80-210-9123-8
Formát 148 mm×210 mm
Počet stran 220
Rok vydání 2018
Pořadí vydání 1.

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