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Original scientific paper

THE IMPACT OF QUALITY AND PRICE CONSCIOUSNESS ON BRAND LOYALTY

Ivan-Damir Anić
Sunčana Piri Rajh
Edo Rajh

Fulltext: croatian, pdf (172 KB) pages 137-150 downloads: 2.893* cite
APA 6th Edition
Anić, I., Piri Rajh, S. & Rajh, E. (2010). UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI. Ekonomski pregled, 61 (3-4), 137-150. Retrieved from https://hrcak.srce.hr/52259
MLA 8th Edition
Anić, Ivan-Damir, et al. "UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI." Ekonomski pregled, vol. 61, no. 3-4, 2010, pp. 137-150. https://hrcak.srce.hr/52259. Accessed 19 Sep. 2021.
Chicago 17th Edition
Anić, Ivan-Damir, Sunčana Piri Rajh and Edo Rajh. "UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI." Ekonomski pregled 61, no. 3-4 (2010): 137-150. https://hrcak.srce.hr/52259
Harvard
Anić, I., Piri Rajh, S., and Rajh, E. (2010). 'UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI', Ekonomski pregled, 61(3-4), pp. 137-150. Available at: https://hrcak.srce.hr/52259 (Accessed 19 September 2021)
Vancouver
Anić I, Piri Rajh S, Rajh E. UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI. Ekonomski pregled [Internet]. 2010 [cited 2021 September 19];61(3-4):137-150. Available from: https://hrcak.srce.hr/52259
IEEE
I. Anić, S. Piri Rajh and E. Rajh, "UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI", Ekonomski pregled, vol.61, no. 3-4, pp. 137-150, 2010. [Online]. Available: https://hrcak.srce.hr/52259. [Accessed: 19 September 2021]

Abstracts
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
https://hrcak.srce.hr/52259

[croatian]

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