THE IMPACT OF CHOCOLATE BRAND IMAGE, SATISFACTION, AND VALUE ON BRAND LOYALTY
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2018, Vol 8, Issue 2
Abstract
Th is paper deals with direct eff ects 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 diff erent direct eff ects - how brand image is related to brand satisfaction and its value, and how brand satisfaction is related to brand value. Th e research was conducted in Bosnia and Herzegovina andincluded 432 respondents based on a snowball sample. Th e 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 fi ndings, the paper additionally contains practical recommendations for production to creating a brand of chocolate.
Authors and Affiliations
Adis Puška,Ilija Stojanović Selma Berbić
Keywords
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- EP ID EP611001
- DOI 10.7251/EMC1801037P
- Views 71
- Downloads 0
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