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Journal of Engineering Management and Competitiveness (JEMC)
2017, vol. 7, br. 2, str. 75-83
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/jemc1702075B

Creative Commons License 4.0
Uticaj privredne propagande na lojalnost potrošača prema brendu proizvoda
Republic of Serbia

e-adresa: mihaljbakator@gmail.com

Sažetak

U ovom radu, istražuju se odnosi između privredne propagande i lojalnost prema brendu proizvoda. Dalje, u strukturnu jednačinu istraživanja uključeni su medijatori: poverenje u brend i opaženi kvalitet proizvoda. Podaci su prikuljeni putem onlajn upitnika. Obrada podataka je obuhvatila t-test, regresionu analizu i korelacionu analizu. Sledeće, rezultati su pokazali uticaj privredne propagande na lojalnost prema brendu. Ovaj uticaj je osrednje jačine. Međutim, dalja istraživanja se preporučuju, s tim da ovo istraživanje nudi stabilnu osnovu za buduća istraživanja. U međuvremenu, ovaj rad je dao zadovoljavajuće rezultate. Postoje odreĊena ograniĉenja, naročito zbog vrste upitnika, ali ta ograničenja ne anuliraju rezultate istraživanja. Rad doprinosi budućim istraživanjima u ovom domenu i otvara vrata ka kompleksnijim analizama.

Ključne reči

privredna propaganda; poverenje u brend; opaženi kvalitet proizvoda; lojalnost prema brendu

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