engleski

The influence of selected personal characteristics and brand image on brand proneness and loyalty in the meat processing industry context

The main purpose of this paper is to explore the influence of selected brand personality characteristics and brand image of the cured meat products through consumer's proneness and loyalty toward the brand. The research included two major meat processing brands/companies in the Republic of Croatia and region. The selected brand personality characteristics were considered based on the existing brand personality concepts (Aaker and Smith et al.) and accompanying dimensions (innovativeness, sophistication, competence/sincerity) adapted to the characteristics of the selected brands. Data were collected using the personal and online interviewing technique during October and November in 2013. and October in 2015. The empirical research encompassed the sample of 200 Croatian consumers. The consumers' attitudes and preferences were examined with Likert scale and the empirical data were analyzed with a variety of statistical methods. Exploratory factor analysis was applied for the purpose of factors/constructs’ extraction. For analysis of the relationships among the variables and examination of the initial hypotheses the regression analysis was used. The results show that brand personality, and its particular variables (innovativeness, competence and sophistication), as well as the brand image significantly influence the brand proneness, which consequently impacts the brand loyalty. These results can be useful for advertisers for creation of the advertising strategy, that is, selection of the promotional message elements. This refers primarily to appeals related to examination of brand characteristics and brand image and to some extent to retail personnel who communicate with consumers and provide certain suggestions when choosing upon the cured meat products.

brand personality, brand image, brand proneness, brand loyalty, meat processing industry (cured meats)

nije evidentirano