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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: 2.893* citiraj
APA 6th Edition
Anić, I., Piri Rajh, S. i Rajh, E. (2010). UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI. Ekonomski pregled, 61 (3-4), 137-150. Preuzeto s https://hrcak.srce.hr/52259
MLA 8th Edition
Anić, Ivan-Damir, et al. "UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI." Ekonomski pregled, vol. 61, br. 3-4, 2010, str. 137-150. https://hrcak.srce.hr/52259. Citirano 24.09.2021.
Chicago 17th Edition
Anić, Ivan-Damir, Sunčana Piri Rajh i Edo Rajh. "UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI." Ekonomski pregled 61, br. 3-4 (2010): 137-150. https://hrcak.srce.hr/52259
Harvard
Anić, I., Piri Rajh, S., i Rajh, E. (2010). 'UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI', Ekonomski pregled, 61(3-4), str. 137-150. Preuzeto s: https://hrcak.srce.hr/52259 (Datum pristupa: 24.09.2021.)
Vancouver
Anić I, Piri Rajh S, Rajh E. UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI. Ekonomski pregled [Internet]. 2010 [pristupljeno 24.09.2021.];61(3-4):137-150. Dostupno na: https://hrcak.srce.hr/52259
IEEE
I. Anić, S. Piri Rajh i E. Rajh, "UTJECAJ KVALITETE I CIJENE NA LOJALNOST MARKI", Ekonomski pregled, vol.61, br. 3-4, str. 137-150, 2010. [Online]. Dostupno na: https://hrcak.srce.hr/52259. [Citirano: 24.09.2021.]

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

[hrvatski]

Posjeta: 4.974 *