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Marketing
2011, vol. 42, br. 2, str. 106-117
jezik rada: srpski
vrsta rada: pregledni članak
doi:10.5937/markt1102106S


Lični koncept kao značajna determinanta izbora brendova i ponašanja potrošača u kupovini
Profile South and East Europe, Beograd

Sažetak

Potreba da se predvidi ponašanje potrošača ima veliki značaj u marketingu. Danas jednu od najpopularnijih psiholoških konstrukcija u društvenim naukama i marketingu predstavlja lični koncept, koji se definiše kao suma ideja, mišljenja i osećanja koje pojedinac ima o samom sebi, u odnosu na druge osobe i objekte u društveno determinisanom okviru. Brojni istraživači su prepoznali značaj ličnog koncepta za predviđanje ponašanja potrošača i izbor brendova. Ljudi nastoje da održavaju i pojačavaju sopstveni lični koncept potrošnjom onih brendova čiji su imidž i lične karakteristike u skladu sa njihovim imidžom i ličnim karakteristikama. Mnoge studije su potvrdile da visok nivo podudarnosti između ličnog kocepta potrošača i imidža/ličnosti brenda pozitivno utiče na stavove o brendu, preferencije, evaluaciju, kupovne namere, satisfakciju i lojalnost brendu. Ovim radom smo nastojali da istražimo način na koji je jedan psihološki koncept dobio svoje značajno mesto u istraživanjima i praksi iz oblasti marketinga. Koncept je paralelno sagledan iz ugla psihologije i marketinga. Poseban akcenat je stavljen na način na koji lični koncept potrošača, posredstvom podudarnosti sa imidžom/ličnošću brenda, utiče na izbor brendova i kupovno ponašanje potrošača. Takođe smo ukazali na značaj poznavanja ovog koncepta i preporuke vezane za njegovu upotrebu u praktične svrhe u okviru brend menadžmenta.

Ključne reči

lični koncept; imidž brenda; ličnost brenda; lična podudarnost; ponašanje potrošača

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