Hrvatsko društvo ekonomista

ARTICLES ::: AUTHORS ::: ARTICLES SEARCH

April 2010. ::: Vol.61 No.03-04

    Ivan Damir Anić
    Sunčana Piri Rajh
    Edo Rajh

THE IMPACT OF QUALITY AND PRICE CONSCIOUSNESS ON BRAND LOYALTY Izvorni znanstveni članak 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. quality consciousness; price consciousness; brand consciousness; brand loyalty Puni tekst (Hrvatski) Str. 137 - 150 (pdf, 171.74 KB)

THE IMPACT OF QUALITY AND PRICE CONSCIOUSNESS ON BRAND LOYALTY

Izvorni znanstveni članak

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.

quality consciousness; price consciousness; brand consciousness; brand loyalty

Puni tekst (Hrvatski) Str. 137 - 150 (pdf, 171.74 KB)