THE IMPACT OF CHOCOLATE BRAND IMAGE, SATISFACTION, AND VALUE ON BRAND LOYALTY

被引：9
|
作者：
Puska, Adis
Stojanovic, Ilija [1 ]
Berbic, Selma [2 ]
机构：
[1] European Univ Brcko Dist, Brcko, Bosnia & Herceg
[2] Coll eMPIRICA, Brcko, Bosnia & Herceg
来源：
CASOPIS ZA EKONOMIJU I TRZISNE KOMUNIKACIJE | 2018年 / 8卷 / 01期
关键词：
brand image; brand satisfaction; brand loyalty; chocolate brand; structural equation model;
D O I：
10.7251/EMC1801037P
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper deals with direct effects ofbrand image, satisfaction and value on consumer loyaltytowards branded chocolates. In the empirical research, a model with these four brand dimensions was established to examine different direct effects - how brand image is related to brand satisfaction and its value, and how brand satisfaction is related to brand value. The research was conducted in Bosnia and Herzegovina andincluded 432 respondents based on a snowball sample. The results show that the established structural model is factual, enabling the acceptance of set hypotheses. It has also been proven that the brand satisfaction has the greatest impact on brand loyalty. Based on the findings, the paper additionally contains practical recommendations for production to creating a brand of chocolate.
引用
收藏
页码：37 / 54
页数：18
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