INFLUENCE OF ADVERTISING ON CONSUMER-BASED BRAND LOYALTY
Journal Title: Journal of Engineering Management and Competitiveness (JEMC) - Year 2017, Vol 7, Issue 2
Abstract
This paper examines the relationship between advertising and brand loyalty. Further, mediating dimensions are included in the research: brand trust and perceived quality. The data was collected via online survey. The data processing included a t-test analysis, regression analysis, and correlation analysis. Next, the findings have shown moderate influence of advertising on brand loyalty. Overall, satisfactory results are achieved. Certain limitations with online surveys didn’t affect the results of the research. Furthermore, the findings in this paper contribute to future research, offering a solid basis for a more complex investigation of the marketing environment.
Authors and Affiliations
Mihalj BAKATOR, Slađana BORIĆ, Mina PAUNOVIĆ
Keywords
Related Articles
- EP ID EP248185
- DOI -
- Views 175
- Downloads 0
ANALYSIS OF POSSIBILITIES FOR IMPROVING ENTREPRENEURIAL BEHAVIOUR OF YOUNG PEOPLE – RESEARCH RESULTS IN CENTRAL BANAT DISTRICT
Unemployment, especially among young population, represents one of key economic problems. All important institutions have to be included in overcoming these problems, with the aim of stimulating young people to be involv...
ANALYSIS OF THE PROCESS RELATED TO THE OPERATIONS MANAGEMENT OF THE RAIL TRACTION VEHICLES IN JSC "SERBIAN RAILWAYS"
In the study, issues related to the operations management in railway were elaborated, with special emphasis on the operations management of rail vehicles and main parameters in its activities and in the railway functioni...
IMPLEMENTATION OF 6R STRATEGY IN FDM PRINTING PROCESS: CASE - SMALL ELECTRONIC ENCLOSURE BOX
This paper provides an algorithm for the application of additive manufacturing in the sustainable development of the enterprise. The manufacturing process includes the process of manufacturing preparation, the process of...
DETERMINING THE RELATIONSHIP BETWEEN LEADERSHIP PRACTICES AND LEADERSHIP NEEDS IN SAUDI CONSTRUCTION COMPANIES
Effective leadership is demonstrated by influencing and guiding the activities of the team toward achieving its goals. This study attempts to determine the relationship between leadership practices and leadership needs i...
ORGANIZATIONAL CULTURE AND ORGANIZATIONAL COMMITMENT: SERBIAN CASE
The paper presents the results of the impact of certain dimensions of organizational culture (Future Orientation, Power Distance, Human Orientation and Performance Orientation) on organizational commitment in companies i...