CONSUMERS' LOYALTY TOWARD DARK CHOCOLATE

Adis Puska (), Admir Beganovic () and Allen Popovic Beganovic ()
Additional contact information
Adis Puska: Institute for Scientific Research and Development Brcko District B&H
Admir Beganovic: University of Business Studies Banja Luka
Allen Popovic Beganovic: European University "Kallos" Tuzla

Economic Thought and Practice, 2019, vol. 28, issue 1, 245-266

Abstract: The purpose of this paper is to research how to improve loyalty to the dark chocolate brand Dorina through interaction created in the model composed of constructs such as brand image, brand impact, brand satisfaction and brand value. The data for this research have been gathered by an online survey. The total of 448 questionnaires have been collected in the territory of Bosnia and Herzegovina (B&H). The respondents to the survey were consumers of dark chocolate Dorina. The results indicate that consumer satisfaction is the most important factor for the brand loyalty on the dark chocolate market, followed by the impact and value, while the brand image does not significantly affect the loyalty of the consumers. Furthermore, the results indicate that the brand image significantly affects the customer satisfaction. A limitation of this research is that only one country has been taken as a sample, which could lead to generalization of results. New functions of chocolate, such as a health function, provide a new segment of food industry analysed in this paper. Companies should pay attention to the improvement of their brand image in order to affect consumer satisfaction which is the most important prerequisite for the creation of loyalty among the consumers. The developed model has provided instructions for the dark chocolate manufacturers on how to improve loyalty of consumers and how to influence the very purchase.

Keywords: dark chocolate Dorina; brand model; brand loyalty; structural equation model (search for similar items in EconPapers)
JEL-codes: C38 C51 M31 M37 (search for similar items in EconPapers)
Date: 2019
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