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Anali Ekonomskog fakulteta u Subotici
2020, br. 43, str. 15-29
jezik rada: engleski
vrsta rada: originalan članak
objavljeno: 07/07/2020
doi: 10.5937/AnEkSub2001015G
Creative Commons License 4.0
Uticaj zemlje porekla na imovinsku vrednost brenda kod potrošača u Bosni i Hercegovini - primer tržišta pametnih telefona
Univerzitet u Istočnom Sarajevu, Ekonomski fakultet - Pale, Republika Srpska, BiH

e-adresa: nikola.gluhovic@yahoo.com

Sažetak

Potrošači posvećuju pažnju zemlji porekla kod kupovine uvoznih proizvoda te smatraju da ona ima značajan uticaj na formiranje potrošačkog stava prema brendiranim proizvodima. Konkurencija među globalnim brendovima pametnih telefona je intenzivna, pa je efikasna i efektivna strategija brendiranja važan preduslov za ubrzani rast tržišta i sticanje konkurentnog tržišnog položaja. Cilj ovog rada prepoznat je u proceni uticaja imidža zemlje porekla, percipiranog kvaliteta, asocijacija na brend i lojalnosti brendu na proces formiranja imovinske vrednosti brenda zasnovane na potrošaču, posmatrano na primeru dva globalna brenda pametnih telefona, Samsung i Huavej na području Bosne i Hercegovine. Za potrebe rada sprovedeno je istraživanje korišćenjem anketnog upitnika na uzorku od 315 ispitanika. Rezultati istraživanja ukazuju da imidž zemlje porekla i percipirani kvalitet imaju važniju ulogu kod kupaca u Bosni i Hercegovini za kineski (Huavej) u odnosu na južnokorejski (Samsung) pametni telefon. To sugeriše da kupci iz Bosne i Hercegovne posvećuju više pažnje kvalitetu kineskih u odnosu na južnokorejske pametne telefone.

Ključne reči

zemlja porekla; imovinska vrednost brenda zasnovana na potrošaču; percipirani kvalitet; asocijacije na brend; pametni telefon; Bosna i Hercegovina

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