IMIDŽ ZEMLJE POREKLA KAO DETERMINANTA STAVOVA I LOJALNOSTI POTROŠAČA PREMA BRENDOVIMA

XXI vek – vek usluga i uslužnog prava (2023)  (str 445-458)

AUTOR(I) / AUTHOR(S): Milan Palević

E-ADRESA / E-MAIL: 

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DOI: 10.46793/XXIv-14.445P

SAŽETAK / ABSTRACT:

Usled sve intezivnijeg procesa globalizacije, stavovi i uverenja potrošača formiraju se pod uticajem brojnih faktora koji se ne razmatraju u značajnoj meri kada je u pitanju poslovanje preduzeća u okviru nacionalnih granica, ali mogu imati bitne implikacije kada je u pitanju međunarodni aspekt poslovanja preduzeća. Imidž zemlje porekla je jedan od faktora koji utiče na formiranje percepcije potrošača i donošenje odluke o kupovini određenog proizvoda. Ukoliko proizvod ispuni očekivanja, potrošač će formirati pozitivan stav i postaće lojalan brendu, a to je jedan od bitnijih uslova koji treba da budu ispunjeni kako bi kompanija ostvarila svoje ciljeve, jer baza lojalnih potrošača omogućava kontinuirano profitabilno poslovanje. Predmet istraživanja u radu je ispitivanje efekata imidža zemlje porekla preko svojih komponenati (kulturološko nasleđe, modni kapital, tehnološki napredak), na stavove i lojalnost potrošača prema brendu. Na osnovu kvalitativnog istraživanja, odnosno pregledom postojeće literature iz oblasti marketinga i menadžmenta, utvrđeno je da imidž zemlje porekla preko svojih komponenti ostvaruje značajan uticaj na stavove i lojalnost potrošača prema brendovima kompanija, tako da istraživanje omogućava korisne informacije marketarima multinacionalnih kompanija.

KLJUČNE REČI / KEYWORDS:

imidž zemlje porekla, stav potrošača prema brendu, lojalnost potrošača prema brendu.

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