УТИЦАЈ СТРАНОГ БРЕНДИРАЊА НА ПЕРЦЕПЦИЈУ ПОТРОШАЧА О КВАЛИТЕТУ И ПОРЕКЛУ ПРОИЗВОДА, И ЊИХОВУ ОДЛУКУ О КУПОВИНИ
DOI:
https://doi.org/10.22190/TEME210407003MKljučne reči:
име бренда, страно брендирање, порекло производа, квалитет, одлука о куповиниApstrakt
Име бренда говори пуно о производу. Оно служи не само да диференцира производ већ и да комуницира вредности битне за потрошача као што су природа, сврха и категорија производа, те његово порекло, цена и/или квалитет. Циљ рада је да се испита утицај страног имена бренда на перцепцију потрошача о пореклу и квалитету производа, и њихову одлуку о куповини текстилних производа у Србији. Подаци су прикупљени методом личног интервјуа помоћу онлајн анкете, а хипотезе су тестиране регресионом анализом и Хи квадрат тестом слагања. Добијени резултати указују да страно име бренда наводи потрошача да мисли да је у питању гардероба произведена изван Републике Србије. Осим тога, одећу страног бренда потрошачи доживљавају као квалитетнију, што даље утиче на њихову одлуку о куповини.
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