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CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE

Adis Puška   ORCID icon orcid.org/0000-0003-3274-0188 ; Institute for Scientific Research and Development Brcko District B&H
Admir Beganović ; University of Business Studies Banja Luka, Faculty of Applied Economics
Allen Popović Beganović ; European University "Kallos" Tuzla, Faculty of Medicine

Puni tekst: engleski, pdf (470 KB) str. 245-266 preuzimanja: 454* citiraj
APA 6th Edition
Puška, A., Beganović, A. i Popović Beganović, A. (2019). CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE. Ekonomska misao i praksa, (1), 245-266. Preuzeto s https://hrcak.srce.hr/221034
MLA 8th Edition
Puška, Adis, et al. "CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE." Ekonomska misao i praksa, vol. , br. 1, 2019, str. 245-266. https://hrcak.srce.hr/221034. Citirano 25.06.2021.
Chicago 17th Edition
Puška, Adis, Admir Beganović i Allen Popović Beganović. "CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE." Ekonomska misao i praksa , br. 1 (2019): 245-266. https://hrcak.srce.hr/221034
Harvard
Puška, A., Beganović, A., i Popović Beganović, A. (2019). 'CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE', Ekonomska misao i praksa, (1), str. 245-266. Preuzeto s: https://hrcak.srce.hr/221034 (Datum pristupa: 25.06.2021.)
Vancouver
Puška A, Beganović A, Popović Beganović A. CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE. Ekonomska misao i praksa [Internet]. 2019 [pristupljeno 25.06.2021.];(1):245-266. Dostupno na: https://hrcak.srce.hr/221034
IEEE
A. Puška, A. Beganović i A. Popović Beganović, "CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE", Ekonomska misao i praksa, vol., br. 1, str. 245-266, 2019. [Online]. Dostupno na: https://hrcak.srce.hr/221034. [Citirano: 25.06.2021.]

Sažetak
The purpose of this paper is to research how to improve loyalty to the dark chocolate brand Dorina through interaction created in the model composed of constructs such as brand image, brand impact, brand satisfaction and brand value. The data for this research have been gathered by an online survey. The total of 448 questionnaires have been collected in the territory of Bosnia and Herzegovina (B&H). The respondents to the survey were consumers of dark chocolate Dorina. The results indicate that consumer satisfaction is the most important factor for the brand loyalty on the dark chocolate market, followed by the impact and value, while the brand image does not significantly affect the loyalty of the consumers. Furthermore, the results indicate that the brand image significantly affects the customer satisfaction. A limitation of this research is that only one country has been taken as a sample, which could lead to generalization of results. New functions of chocolate, such as a health function, provide a new segment of food industry analysed in this paper. Companies should pay attention to the improvement of their brand image in order to affect consumer satisfaction which is the most important prerequisite for the creation of loyalty among the consumers. The developed model has provided instructions for the dark chocolate manufacturers on how to improve loyalty of consumers and how to influence the very purchase.

Ključne riječi
dark chocolate Dorina; brand model; brand loyalty; structural equation model

Hrčak ID: 221034

URI
https://hrcak.srce.hr/221034

Posjeta: 648 *