Istraživanje odnosa između karakteristika ličnosti potrošača, ličnosti brenda i lojalnosti potrošača
Research of the Relationship Between the Characteristics of Consumer Personality, Brand Personality and Consumer Loyalty
Apstrakt
Savremena marketinška praksa pokazala je da su potrošači lojalni brendovima koji su u skladu sa njihovim imidžom i ličnim karakteristikama. Kupovina brendova koji odražavaju ličnost i imidž potrošača omogućava potrošačima da artikulišu sebe i ostvare ideal o sebi. U tom smislu, ukoliko je imidž brenda konzistentniji sa imidžom ličnosti potrošača to su oni lojalniji brendu jer on ispunjava kriterijume potrošača u pogledu onoga što oni misle i osećaju o sebi. Zbog toga brendovi u savremenim uslovima postaju „ličnosti“ čije karakteristike treba da se podudaraju sa karakteristikama ličnosti potrošača koji ih kupuju i poseduju, a posebno sa njihovim ličnim imidžom. Polazeći od postojećih teorijskih stavova, cilj autora je da istraže relacije između ličnosti brenda, ličnosti potrošača i lojalnosti potrošača brendu. Empirijsko istraživanje biće realizovano na primeru brendova mobilnih telefona i automobila koji su etabilirani na tržištu Republike Srbije. Namera je da se na osnovu dobijenih empirijskih podataka sagleda odnos između karakteristika ličnosti i pojedinih dimenzija ličnosti brenda, na osnovu kojih će biti identifikovana direktna i indirektna veza ovih varijabli sa lojalnošću potrošača. Identifikovane relacije između ispitivanih varijabli omogućile su komparaciju sa rezultatima postojećih istraživanja i formulisanje preporuka neophodnih za savremeni brend menadžment. Rezultati teorijskog i empirijskog istraživanja biće osnova za dalja istraživanja koja će biti zasnovana na uključivanju dodatnih varijabli koje će omogućiti relevantniju analizu odnosa između istraživanih varijabli.
Abstract
Modern marketing practice has shown that consumers are loyal to brands that are in line with their image and personal characteristics. Buying brands that reflect the personality and image of consumers allows consumers to articulate themselves and achieve the ideal of themselves. In that sense, if the brand image is more consistent with the image of the consumer‘s personality, they are more loyal to the brand because it meets the criteria of consumers in terms of what they think and feel about themselves. Therefore, brands in modern conditions become „personalities“ whose characteristics should coincide with the personality characteristics of consumers who buy and own them, and especially with their personal image. Starting from the existing theoretical views, the aim of the author is to explore the relationships between brand personality, consumer personality and consumer loyalty to the brand. Empirical research will be realized on the example of brands of mobile phones and cars that are established on the market of the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality on the basis of the obtained empirical data, on the basis of which the direct and indirect connection of these variables with consumer loyalty will be identified. Based on the identified relations between the examined variables, it will be possible to compare with the results of existing research and formulate recommendations necessary for modern brand management. The results of theoretical and empirical research will be the basis for further research that will be based on the inclusion of additional variables that will allow a more relevant analysis of the relationships between the studied variables.
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