engleski

Role of Brand Image "Dorina" in Creating Customer Loyalty

Research work is focused on the importance of quality management elements of the brand and its identity, which creates a certain brand image that ensures customer loyalty. Brand image is a key concept that ensures customer satisfaction and their loyalty. Brand image is a result of reflection of certain elements of brand identity in consumer’s eyes. Globalization and increasing competition creates the need for specific brands which base their positive image on differentiated elements of identity. Brand image management based on differentiation can ensure customer satisfaction, and then loyalty. Studying the candy industry and especially the chocolate market, it is considered that brand Dorina has the potential to secure loyalty of its consumers. The aim of this research is to assess the current level of consumer satisfaction on the basis of individual elements of Dorina’s brand identity and establish its market position in relation to competing brands on the chocolate market in the Republic of Croatia For gathering information, primary and secondary researches were conducted. The availability of literature, scientific papers and previously conducted studies on similar topics were of great importance for collecting and analyzing secondary data relevant for this research. Primary data were obtained using surveys and discussion in focus groups. Obtained results can serve as a starting point for improving a current image of Dorina brand and as a model for similar future studies.

brand image, brand satisfaction, loyalty

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