Kabelinės televizijos prekės ženklo asociacijų tyrimas: klientų nuomonių analizė

LTThe associations of the brand of a regional cable TV are analysed in this article with reference to the re-spondents' opinions. A trade mark has a certain image of particular moment, i. e. a unique set of associations, formed in consumer's consciousness. The image of a trade mark often varies from what the client feels and experiences when using this brand, i. e. with associations in the consumers' consciousness. The associations of a brand is one of the ways aimed at a consumer's loyalty for cable TVs, as well as for any organisation, operating in a competitive environment. The research on the asso-ciations of a brand of a particular cable TV has shown that created and existing differ associations. Unprompted associations are mostly positive, however, there they also include some negative aspects. Evandželina Petukienė, Rigita Tijūnaitienė, Stasys Stoškus, Jolanta Norvaišienė Šiaulių universitetas. [Iš leidinio]Reikšminiai žodžiai: Kabelinė televizija; Prekės ženklo asociacijos; Cable TV; Associations of a cable TV brand.

ENThe associations of the brand of a regional cable TV are analysed in this article with reference to the respondents' opinions. A trade mark has a certain image of particular moment, i. e. a unique set of associations, formed in consumer's consciousness. The image of a trade mark often varies from what the client feels and experiences when using this brand, i. e. with associations in the consumers' consciousness. The associations of a brand is one of the ways aimed at a consumer's loyalty for cable TVs, as well as for any organisation, operating in a competitive environment. The research on the associations of a brand of a particular cable TV has shown that created and existing differ associations. Unprompted associations are mostly positive, however, there they also include some negative aspects. [From the publication]