Naslov
The impact of brand equity on consumer behavior on Croatian mobile phone market

Autori
Širola, Davor ; Gallopeni, Valon

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of Papers 4th International Scientific and Professional Conference (CRODMA 2019) / - Varaždin : Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2019, 173-183

Skup
4th International Scientific and Professional Conference (CRODMA 2019)

Mjesto i datum
Varaždin, Hrvatska, 11.10.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
Brand Equity, Croatian Mobile Phone Market, the Status Symbol

Sažetak
The mobile phone market is considered one of the fastest-growing in the world. It involves significant advertising investments, as well. For instance, Croatian mobile operators represented the second largest group of advertisers in 2018. Mobile phone no longer means just another simple need, but often an expression of brand preference, and sometimes even a status symbol. A customer-based brand equity model with three dimensions: brand loyalty, perceived quality, and brand awareness/brand associations as a composite dimension, was tested. The results pointed out that all three dimensions of the model have a strong and positive impact on brand equity, while brand loyalty represents the dominant component. Regarding the brand awareness/associations dimension, undergraduates showed higher values. Finally, the study findings showed that Croatian mobile phone consumers do not consider their phones as a status symbol. Still, there is a significant difference in favour of male and younger consumers

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA