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Ekonomika preduzeća
2019, vol. 67, br. 7-8, str. 483-492
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 20/05/2020
doi: 10.5937/EKOPRE1908483B
Svest o brendu i njen uticaj na tržišta i kupovne namere potrošača u Srbiji
Univerzitet u Novom Sadu, Tehnički fakultet 'Mihajlo Pupin', Zrenjanin

Sažetak

Svest o brendu je jak uticajni konstrukt i tržišni faktor u marketing okruženju. Kupovne namere su rezultat različitih marketing konstrukata koji utiču na ponašanje potrošača. Dodatno, kupovne namere su kulminacija uticaja različitih tržišnih faktora na potrošača. I obrnuto, kupovina dobara i ponašanje potrošača imaju jak uticaj na tržište što dalje utiče na ekonomiju. Cilj ovog istraživanja je analiza svesti o brendu i njenog uticaja na kupovne namere potrošača i način na koji može da utiče na tržište i na ekonomiju. Zašto je ova analiza važna? Kupovne namere ne samo da utiču na tržišta i na makroekonomiju, već imaju i snažan uticaj na poslovne performanse kompanija. Stoga, istraživanje svesti o brendu kao potencijalnom uticajnom faktoru na kupovne namere potrošača postaje skoro pa nužnost. Da bi podržali glavnu hipotezu, pouzdanost brenda, kredibilitet brenda i lojalnost prema brendu su takođe analizirani kao posredni konstrukti. Značajni podaci su prikupljeni od 418 ispitanika iz Srbije. Rezultati istraživanja su interesantni i indikuju pozitivne odnose između posmatranih faktora.

Ključne reči

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