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THE IMPACT OF QUALITY AND PRICE CONSCIOUSNESS ON BRAND LOYALTY

Ivan-Damir Anić
Sunčana Piri Rajh
Edo Rajh


Puni tekst: hrvatski pdf 172 Kb

str. 137-150

preuzimanja: 3.090

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Sažetak

The purpose of this paper is to determine the impact of quality and priceconsciousness on brand consciousness and brand loyalty. Data collected by questionnaire were analyzed using the structural equation modelling methodology. Research results support three hypotheses. They indicate that brand consciousness is positively related to quality consciousness and negatively to price consciousness. There is a positive link between brand consciousness and brand loyalty. Taking into consideration the relative impact of quality and price consciousness on brand loyalty, managers might optimize their marketing strategies and improve the financial performance of their companies. The research results might be useful for scientists, marketing experts and managers dealing with brand management.

Ključne riječi

quality consciousness, price consciousness, brand consciousness, brand loyalty

Hrčak ID:

52259

URI

https://hrcak.srce.hr/52259

Podaci na drugim jezicima: hrvatski

Posjeta: 5.652 *