INFLUENCE OF ADVERTISING ON CONSUMER-BASED BRAND LOYALTY
Journal Title: Journal of Engineering Management and Competitiveness (JEMC) - Year 2017, Vol 7, Issue 2
Abstract
This paper examines the relationship between advertising and brand loyalty. Further, mediating dimensions are included in the research: brand trust and perceived quality. The data was collected via online survey. The data processing included a t-test analysis, regression analysis, and correlation analysis. Next, the findings have shown moderate influence of advertising on brand loyalty. Overall, satisfactory results are achieved. Certain limitations with online surveys didn’t affect the results of the research. Furthermore, the findings in this paper contribute to future research, offering a solid basis for a more complex investigation of the marketing environment.
Authors and Affiliations
Mihalj BAKATOR, Slađana BORIĆ, Mina PAUNOVIĆ
Keywords
Related Articles
- EP ID EP248185
- DOI -
- Views 194
- Downloads 0
THE ANALYSIS OF PUBLIC RELATIONS ROLE IN IMPROVING CORPORATE SOCIAL RESPONSIBILITY
The main objective of modern business is achievement of business excellence and world-class of products and services. Companies which actively and continuously apply modern management methods and techniques, especially i...
EVALUATION OF PRODUCT QUALITY WITH DECIBELS
In modern Quality Engineering, the quality of process results, the quality of measuring instruments, and the quality of completed processes are considered according to their quality characteristics. However, in tradition...
REVIEW OF METHODS FOR MIGRATING SOFTWARE SYSTEMS TO MICROSERVICES ARCHITECTURE
Majority of software systems in business use, known as legacy systems, have monolithic structure hard to maintain and upgrade with new features. The most common option to overcome this situation is reengineering of exist...
BIBLIOMETRIC ANALYSIS FOR PERFORMANCE MEASUREMENT IN BUSINESS, MANAGEMENT AND ACCOUNTING SUBJECT AREA
Based on our search in the Scopus data base with the phrases: “bibliometric analysis” and “performance measurement” and ”business, management and accounting” in title – abstract – keywords we have not found any study con...
MAKING ENGINEERING DEPARTMENTS ENTREPRENEURIAL: A DISCUSSION!
The concept of an “entrepreneurial orientation” is well established in the literature on the strategic posture of firms. Increasingly, large organizations are also turning to entrepreneurship in their efforts to become f...