<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Nowadays, when marketing and branding change, companies are trying to find new ways to evaluate the effectiveness of their marketing activities as they impact on current and future business results. The main objective of the contribution is to evaluate the effectiveness of decision making unit (DMU) production units in the form of selected Slovak brands through the non-parametric data envelopment analysis (DEA) method. The sample size consists of 10 Slovak brands (Slovenská sporiteľňa, VÚB banka, Tatra banka, ESET, Slovnaft, Matador, Rajec, Sygic, Sedita and Zlatý bažant). Through DEA, we have gained a portfolio of effective and portfolio of ineffective brands operating in Slovakia. Depending on the choice of the DEA model, effective brands included Slovenská sporiteľňa, Sygic, Zlatý Bažant, Rajec and Sedita. Other brands were classified as ineffective. The result for ineffective brands is the creation of archetypal characters that we propose in Results section. The part of Results section is the focus of the businesses of the brands in question on the use of social media, to a larger extent, create a social media voice so that the personality of the brand is reflected in contributions in social media communicating on Facebook, Instagram or Twitter. In contribution, deduction, induction, analysis and marketing research methods were used.</p></abstract>

Nowadays, when marketing and branding change, companies are trying to find new ways to evaluate the effectiveness of their marketing activities as they impact on current and future business results. The main objective of the contribution is to evaluate the effectiveness of decision making unit (DMU) production units in the form of selected Slovak brands through the non-parametric data envelopment analysis (DEA) method. The sample size consists of 10 Slovak brands (Slovenská sporiteľňa, VÚB banka, Tatra banka, ESET, Slovnaft, Matador, Rajec, Sygic, Sedita and Zlatý bažant). Through DEA, we have gained a portfolio of effective and portfolio of ineffective brands operating in Slovakia. Depending on the choice of the DEA model, effective brands included Slovenská sporiteľňa, Sygic, Zlatý Bažant, Rajec and Sedita. Other brands were classified as ineffective. The result for ineffective brands is the creation of archetypal characters that we propose in Results section. The part of Results section is the focus of the businesses of the brands in question on the use of social media, to a larger extent, create a social media voice so that the personality of the brand is reflected in contributions in social media communicating on Facebook, Instagram or Twitter. In contribution, deduction, induction, analysis and marketing research methods were used.

Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them

Faculty of Operations and Economics of Transport and Communications

Economics and Culture

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Nowadays, when marketing and branding change, companies are trying to find new ways to evaluate the effectiveness of their marketing activities as they impact...

Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them

Publicado en línea: 20 jul 2018

Páginas: 22 - 34

DOI: https://doi.org/10.2478/jec-2018-0003

Palabras clave
brand, brand equity, decision making unit, data envelopment analysis, marketing research

© 2018 Dominika Moravcikova et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them

Publicado en línea: 20 jul 2018

Páginas: 22 - 34

DOI: https://doi.org/10.2478/jec-2018-0003

Palabras clavebrand, brand equity, decision making unit, data envelopment analysis, marketing research

© 2018 Dominika Moravcikova et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Palabras clave
brand, brand equity, decision making unit, data envelopment analysis, marketing research