IMPLIKACIJE IMIDŽA BRENDA NA SATISFAKCIJU I LOJALNOST POTROŠAČA
Abstract
Imidž brenda odražava kompleks raznovrsnih asocijacija koje utiču na kreiranje subjektivnih percepcija potrošača o brendu, odnosno proizvodima/uslugama brenda. Reč je o neobično važnom nematerijalnom resursu, sposobnom da generiše viši nivo satisfakcije potrošača i proširenje baze lojalnih potrošača, što u krajnjoj instanci rezultira u visokoj profitabilnosti i održivoj konkurentskoj prednosti preduzeća. Ovim istraživanjem se želi ispitati da li i u kojoj meri imidž brenda utiče na satisfakciju i lojalnost potrošača. Glavni instrument za sprovođenje istraživanja je upitnik, koji je putem e-maila dostavljen na adresu 130 ispitanika. Rezultati korelacione analize pokazuju da između imidža brenda, satisfakcije i lojalnosti potrošača postoji statistički značajna, pozitivna i jaka veza. Regresiona analiza pokazuje da imidž brenda ima statistički značajan, pozitivan i snažan uticaj na satisfakciju i lojalnost potrošača.
Ključne reči: brend, imidž brenda, satisfakcija potrošača, lojalnost potrošača.
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