<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The aim of this article is to define the theoretical basis of brand value from the viewpoint of domestic (Slovak) and foreign authors and its impact on sales. This includes a regression and correlation analyses focused on investigate the dependence between the brand value and sales in automotive industry. The basic sources of research were secondary data obtained from worldwide surveys in the form of rankings published by Forbes magazine, annual reports of companies and published professional publications. General scientific methods were applied for the processing of the data, as well as mathematical-statistical methods to evaluate the data collated from the results of regression and correlation analyses and test the linear independence. The results of analyses show that the brand value and sales are linearly dependent, specifically it is medium-strong direct linear dependence. Therefore, the brand value has a direct effect on sales volume.</p></abstract>

The aim of this article is to define the theoretical basis of brand value from the viewpoint of domestic (Slovak) and foreign authors and its impact on sales. This includes a regression and correlation analyses focused on investigate the dependence between the brand value and sales in automotive industry. The basic sources of research were secondary data obtained from worldwide surveys in the form of rankings published by Forbes magazine, annual reports of companies and published professional publications. General scientific methods were applied for the processing of the data, as well as mathematical-statistical methods to evaluate the data collated from the results of regression and correlation analyses and test the linear independence. The results of analyses show that the brand value and sales are linearly dependent, specifically it is medium-strong direct linear dependence. Therefore, the brand value has a direct effect on sales volume.

The Brand Value and its Impact on Sales in Automotive Industry

Faculty of Operation and Economics of Transport and Communications, Department of Economics

Faculty of Economics and Business, Institute of Apllied Informatics and Logistics

LOGI – Scientific Journal on Transport and Logistics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The Brand Value and its Impact on Sales in Automotive Industry"}

The aim of this article is to define the theoretical basis of brand value from the viewpoint of domestic (Slovak) and foreign authors and its impact on sales....

The Brand Value and its Impact on Sales in Automotive Industry

Publicado en línea: 13 jun 2019

Páginas: 41 - 49

DOI: https://doi.org/10.2478/logi-2019-0005

Palabras clave
Brand, brand value, sales, automotive industry, consumers

© 2019 Margareta Nadanyiova et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Brand Value and its Impact on Sales in Automotive Industry

Publicado en línea: 13 jun 2019

Páginas: 41 - 49

DOI: https://doi.org/10.2478/logi-2019-0005

Palabras claveBrand, brand value, sales, automotive industry, consumers

© 2019 Margareta Nadanyiova et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
Brand, brand value, sales, automotive industry, consumers