The Brand Value and its Impact on Sales in Automotive Industry
Nadanyiova Margareta,
Gajanova Lubica,
Moravcikova Dominika,
Olah Judit
Affiliations
Nadanyiova Margareta
University University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26Zilina, Slovak Republic
Gajanova Lubica
University University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26Zilina, Slovak Republic
Moravcikova Dominika
University University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26Zilina, Slovak Republic
Olah Judit
University of Debrecen, Faculty of Economics and Business, Institute of Apllied Informatics and Logistics, Böszörményi út 138, H-4032Debrecen, Hungary
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.
