**5. Conclusions**

Until now, the phenomenon of brand loyalty has not been analyzed in details connected with possible negative impact on sustainable development. Thus, the main aim of the article is to identify brand value sources of loyalty which are relevant to sustainable brand managemen<sup>t</sup> of alimentary goods. To achieve this aim, we have used the data from our own research provided on the socio-demographically representative sample of 2000 respondents (sample without outliers, and incompatible units was 697) during the first half of the year 2019. We have realized this research via a questionnaire survey in the form of computer-assisted web interviewing. The questionnaire was administered in Slovak Republic among its inhabitants aged over 15 years who have been asked to fulfil the questionnaire because of their legal labor subjectivity. Thus, the main presumption of autonomous buying decision-making has been fulfilled. To provide research of brand value sources in scope of buying behavior typology, traditional quadratic typology of buying behavior has been used, where based on the degree of engagemen<sup>t</sup> and di fferentiation, obtained data were statistically evaluated by the factor analysis supported by relevant statistical tests (KMO Test, Barlett's test of sphericity, and calculation of Cronbach's Alpha). Based on this, it has been possible to identify relevant brand value sources of alimentary goods in case of brand loyalty absence as well as brand loyalty presence. It has not been proved the existence of significant di fference between brand value sources ranking according to their priority in the impact on the consumer's perception in case of loyal and nonloyal consumers. The order of the brand value sources has been in both cases following (1) imageries; (2) benefits; (3) attitudes, and (4) attributes. However, when analyzing groups of components deeply, we can see that di fferences exist. The internal ranking inside identified groups of components is equal only in case of the less important group of brand value sources—in case of attributes. All others brand value sources are internally di fferent from the point of view of relevance of individual components of these groups of brand value sources. The most visible example can be seen in scope of imageries, where only one component of brand value sources has the same ranking in case of brand loyalty absence and in case of brand loyalty presence. From a managerial point of view, these findings are even more important as they provide more details potentially used in scope of sustainable brand managemen<sup>t</sup> of alimentary goods. Even though the conclusions formulated on the basis of provided research obtain useful information for the practice of sustainable brand management, there have been identified various relevant limitations of the research. The most important is the territorial validity of the research. These findings are fully applicable only in case of Slovak consumer, meaning that in case of entering Slovak company on

foreign market, these findings have to be critically re-evaluated in scope of specifics of selected market. When respecting this fact, managers have to their disposal a very wide portfolio of information usable in all the portfolio of sustainable brand managemen<sup>t</sup> implications. Not only valuable introspection into the previous practical successes and fails of brands is provided, but also the platform for optimal managerial decision-making in the future is created. In scope of the above mentioned, provided research o ffers the information relevant to appropriate setting of the content communicated with the consumers according to their identified preferences, demands, and expectations. The main managerial recommendation consists of the fact that "imageries" have been detected as a most valuable source of brand value from the consumer´s point of view. This source consists of happiness, expectations, satisfaction, certainty, and positive associations as its relevant components. That is to say, these are the basic pillars of subjectively perceived brand value which should be systematically used in the process of sustainable brand managemen<sup>t</sup> of alimentary goods in all its complexity. It means that there is no need to distinguish between the process of brand value building and the process of brand value managemen<sup>t</sup> as the main brand value source does not change.

The outcomes of the research and subsequently formulated conclusions provide the understanding of overall complexity of internal and external factors which motivates consumers to be interested in strong and functional interaction with brand. These findings have already been partially outlined by various authors, but no clear and uniform statement has been formulated thus far in the scope of sustainable brand value managemen<sup>t</sup> of alimentary goods and the individual brand value sources. We have mainly verified the importance of satisfaction a ffected by trust, and brand loyalty in the category of alimentary goods, but on the other hand, we have rejected existing theory which highlights the importance of emotional sources of brand value.

Regardless of the declared importance and usability of the research results, there are still many points of view which could enrich its managerial applicability. One of them is the consideration of generational stratification and critical discussion of specifics of the consumer's brand value perception in the light and shadow of sustainable brand managemen<sup>t</sup> optimal implementation.

**Author Contributions:** J.M. and A.K. designed the experiments. M.N. and L.G. analysed the data. G.L. contributed analysis tools. J.K. and W.S. wrote the paper. All authors have read and agreed to the published version of the manuscript.

**Funding:** This contribution is a partial output of scientific project APVV-15-0505: Integrated model of managemen<sup>t</sup> support for building and managing the brand value in the specific conditions of the Slovak Republic.

**Conflicts of Interest:** The authors declare no conflict of interest.
