Economic Review, Vol. 61 No. 3-4, 2010.
Original scientific paper
THE IMPACT OF QUALITY AND PRICE CONSCIOUSNESS ON BRAND LOYALTY
Ivan-Damir Anić
Sunčana Piri Rajh
Edo Rajh
Abstract
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.
Keywords
quality consciousness; price consciousness; brand consciousness; brand loyalty
Hrčak ID:
52259
URI
Publication date:
20.4.2010.
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