Naslov
The clothing brand loyalty of teenagers: differences between loyalty and desire to be loyal

Autori
Stracenski Kalauz, Maja ; Vranešević, Tihomir ; Tratnik, Miroslav

Izvornik
International journal of management cases (1741-6264) 13 (2011), 4; 156-164

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
loyalty; clothing brands; desire to be clothing brand loyal; younger teenagers; types of clothing brand loyalty

Sažetak
This paper focuses on the phenomenon of loyalty understood as a complex hybrid concept that encompasses behavior and attitude of costumers to clothing brand(s) and relation of the clothing brand loyalty with desire to bee clothing brand loyal. Specifically, this paper investigates younger teenagers as a specific costumers segment with their characteristics, using the model of measuring loyalty of younger teenagers to the clothing brands (Stracenski Kalauz, 2010). Survey data was conducted among Zagreb (Croatian) younger teenagers (n=507), both genders, aged 13 or 14 years, who were 7th or 8th grade of the elementary school in Zagreb. The main results showed that younger teenagers are among 7 types of loyalty (ultimately loyal, loyal, multi-brand loyal, potentially loyal, inert, variety seekers and disloyal) mostly inert (26, 4%), then disloyal (20, 71%) and loyal (17, 16%). The loyalty strength exists, but it is relatively low. It has the mean of 30.83 points (out of possible 13 to 70). The results of this study show that desire of teenagers to garment brand loyalty exists, but it is also relatively small (it has a mean of 1, 38 points, out of possible 0 to 6). The research of strength of loyalty for each of 7 loyalty types has been done by analysis of respondents' answers to a set of 5 pre-determined questions in the self-administrated questionnaire. Rank of their arithmetic mean is: 1. ultimately loyal, 4, 00 ; 2. potentially loyal, 3, 78 ; 3. multi-brand loyal 2, 99 ; 4. loyal 2, 90 ; 5. variety seekers 1, 00 ; 6. inert 0, 39 and 7. disloyal 0, 18.

Izvorni jezik
Engleski

Znanstvena područja
Tekstilna tehnologija, Poljoprivreda (agronomija), Ekonomija

Napomena
S.I. u kojem su objavljeni radovi prezentirani na skupu The 8th International CIRCLE Conference, (sesija održanih u petak), održanog od 27.-29.04., Dubrovnik, Hrvatska.

POVEZANOST RADA