VSTE
Littera Scripta

ISSN (online): 1805-9112

Open access

How to Make Phoenix to Arise from the Ashes: Brand Loyalty as a Prospective Pillar of Branding in Tourism After Crisis COVID-19

Jana Majerová1*, Carlos Fernandes2

  1. University of Žilina, Department of Economics, Žilina, Slovakia
  2. Polytechnic Institute of Viana do Castelo, Viana do Castelo, Portugal

* Corresponding author: jana.majerova@fpedas.uniza.sk

Abstract

Current global situation has radically examined the applicability of many managerial patterns which have been created so far. The reason is that crisis COVID-19 has changed not only established frameworks of managerial practice but also functional frameworks of consumer behaviour. There is no guaranty of occurring forecasted scenarios of market development. Black swan has flown also over the brands which have been traditionally perceived as valuable. So, the aim of this paper is to discuss brand loyalty as a prospective pillar of brand value resuscitation in tourism and to identify relevant brand value sources significant to brands characterised by loyalty. On the case study of Slovak consumer perception of brand value sources, it is possible to verify so far formulated postulates and modified theories, which take into account relevance of national psychographic specifics. Primary data used in the presented study were obtained by our own survey carried out on the sample of 2,000 respondents. The given data were statistically evaluated by the factor analysis supported by implementation of KMO Test, Barlett's test of sphericity and calculation of Cronbach's Alpha for relevant brand loyalty sources in tourism. By providing this statistical evaluation of the results, it has been possible to identify relevant brand value sources which are suitable to modify methodological apparatus of brand value building and management.

Keywords:brandbrand managementbrandingbrand valuebrand loyalty

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