The use of demographic and psychographic segmentation to creating marketing strategy of brand loyalty
Year of publication: |
2019
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Authors: | Gajanova, Lubica ; Nadanyiova, Margareta ; Moravčíková, Dominika |
Published in: |
Scientific Annals of Economics and Business. - Iaşi : Editura Universitǎtii Alexandru Ioan Cuza, ISSN 2501-1960, ZDB-ID 2892946-9. - Vol. 66.2019, 1, p. 65-84
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Subject: | brand | brand loyalty | customer segmentation | demographic segmentation | psychographic segmentation | Marktsegmentierung | Market segmentation | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Markenführung | Brand management | Markenimage | Brand image | Markentreue | Brand loyalty | Markenartikel | Brand |
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