Evaluation of Brand from the Perspective of Consumers
Vrednovanje brenda iz perspektive potrošača
Abstract
Brand is extremely important intellectual property of a company. In order to attract new customers and keep as many existing ones, companies have to work continuously to improve the brand value, which ultimately leads to the market share, revenues and profits growth. The aim is to explore how certain aspect of brand value influences the preference of a brand. In order to fulfill these objectives, certain types of descriptive statistics measures were used, together with reliability analysis, correlation and regression analysis. The results show that statistically there are two dimensions of brand value which effect increase of the level of preference – interpersonal relations and comparative advantage of the brand. On the other hand, understanding of brand and its history, doesn’t have statistically significant effect. Results of these conducted studies may help company’s management when formulating the appropriate management’s framework of the brand in order to increase brand preference, which ultimately may lead to improving the competitive position of the company.
Apstrakt
Brend je izuzetno važna intelektualna svojina kompanije. Kako bi privukle nove potrošače i zadržale što više postojećih, kompanije moraju neprestano da rade na unapređenju vrednosti brenda, što u krajnjoj liniji dovodi do rasta tržišnog učešća, prihoda i profita. Cilj rada je da istraži na koji način određene dimenzije vrednosti brenda utiču na preferenciju brenda. U skladu sa navedenim ciljem, korišćene su mere deskriptivne statistike, analiza pouzdanosti, korelaciona i regresiona analiza. Rezultati istraživanja ukazuju da dve dimenzije vrednosti brenda: međuljudski odnosi i komparativna prednost brenda, imaju statistički značajan uticaj na povećanje nivoa preferencije. S druge strane, razumevanje i istorija, kao dimenzije vrednosti brenda, nemaju statistički značajan uticaj. Nalazi sprovedene studije od koristi su menadžmentu kompanija prilikom formiranja odgovarajućih okvira za upravljanje brendom u cilju povećanja preferencije brenda, što bi u krajnjoj liniji trebalo da dovede do unapređenja konkurentske pozicije kompanije.
References
- Ariely, D. and Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews Neuroscience, 11 (4), 284–292.
- Ariely, D. and Norton, M. I. (2009). Conceptual consumption. Annual Review of Psychology, 60 (1), 475–499.
- Christodoulides, G. and Chernatony, L. (2010). Consumer-based brand equitz conceptualization and measurement. International Journal of Market Research, 52 (1), 43-66.
- Cobb-Walgren, C. J., Ruble, C. A. and Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24 (3), 25–40.
- Escalas, J. E. and Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32 (3), 378–389.
- Field, A. (2000). Discovering statistics using SPSS for Windows. Thousand Oaks, USA: Sage Publication.
- Franzen, G. and Bouwman, M. (2001). The Mental World of Brands: Mind, Memory and Brand Success. Oxfordshire: World Advertising Research Center.
- Helgeson, J. and Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality. The impact of socially desirable responding. International Journal of Market Research, 46 (2), 205-233.
- Hellier, P. K., Geursen, G. M., Carr, R. A. and Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37 (11/12), 1762–1800.
- Jun, J. W., Cho, C. and Kwon, H. J. (2008). The Role of Affect and Cognition in Consumer Evaluations of Corporate Visual Identity: Perspectives from the United States and Korea. Journal of Brand Management, 15 (6), 382-398.
- Keegan, J. W. and Green, C. M. (2008). Global Marketing. London: Pearson Education Ltd.
- Keller, L. K. (2011). How to Navigate the Future of Brand Management. Marketing Management, 20 (2), 36-43.
- Kocić, M. i Senić, V. (2010). Ponuda kao kreativna osnova direktnog marketinga. Marketing, 41 (2), 87-96.
- Kocić, M., Šapić, S. i Kijevčanin V. (2013). Strategic implications of Internet marketing plan, Proceedings of the 2nd International scientistic conference: Contemporary issues in economics, business and management (p. 217-226.), Kragujevac: Ekonomski fakultet, Univerzitet u Kragujevcu.
- Kotler, P. and Keller, K. (2006). Marketing Menadžment (12th edition). Beograd: Data status.
- Lehmann, D. R., Keller, K. L. and Farley, J. U. (2008). The Structure of Survey-Based Brand Metrics. Journal of International Marketing, 16 (4), 29–56.
- Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product and Brand Management, 12 (1), 39–51.
- Nunnally, J. C. (1978). Introduction to Psychological Measurement. New York: McGraw-Hill.
- Predović, D. (2007). Vrednovanje marke, Od tržišne vrednosti marke bazirane na potrošaču do finansijskog vrednovanja. Zagreb: Mate.
- Veljković, S. i Đorđević, A. (2010). Vrednost brenda za potrošače i preduzeća. Marketing, 41 (1), 3-16.
- Zeugner-Roth, K. P., Diamantopoulos, A. and Montesinos, A. (2008). Home country image, country brand equity and consumers product preferences: An empirical study. Management International Review, 48 (5), 577-602.
