DETERMINANTS INFLUENCING CONSUMER'S LOYALTY TOWARDS A PRIVATE BRAND

Adi Alić, Almir Peštek and Ehlimana Merdić
Additional contact information
Adi Alić: School of Economics and Business Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71 000 Sarajevo, Bosnia and Herzegovina
Almir Peštek: School of Economics and Business Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71 000 Sarajevo, Bosnia and Herzegovina
Ehlimana Merdić: Robot General Trading Co d.o.o., Rajlovačka cesta 41, 71 000 Sarajevo, Bosnia and Herzegovina

Poslovna izvrsnost-Business Excellence, 2019, vol. 13, issue 2, 31-51

Abstract: In modern consumer society, consumers are increasingly demanding, and the role of the brand as a means of communication is crucial because brands are powerful enough to attract and retain consumers. Consumers create a relationship with a brand based on quality guarantee and positive experience. The main purpose of this paper is to explore determinants influencing consumer loyalty towards a private brand. The research is based on the private brand R-Time owned by the trade chain Robot. Data were collected through a field survey on a sample of 439 respondents and analyzed using SEM analysis. The results show that price and quality perception affect loyalty towards a private-brand product, whereas there is no difference between ethnocentric and non-ethnocentric groups of consumers. The findings suggest that retailers should pay close attention to price and quality perception, while emphasizing domestic origin is not necessary in this case.

Keywords: brand; private brand; consumers; R-Time; Bosnia and Herzegovina (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hrcak.srce.hr/file/333907 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:busexc:v:13:y:2019:i:2:p:31-51

Access Statistics for this article

Poslovna izvrsnost-Business Excellence is currently edited by Tonći Lazibat

More articles in Poslovna izvrsnost-Business Excellence from University of Zagreb Faculty of Economics & Business Contact information at EDIRC.
Bibliographic data for series maintained by Dario Dunković ().