Kabelinės televizijos prekės ženklo asociacijų tyrimas: klientų nuomonių analizė
The Reseach on the Associations of a Cable TV Brand: Analysis of Consumer Opinion

Summary/Abstract: The 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.

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