Naslov
Consumer satisfaction with co-branding products: The case study of Croatian food market

Autori
Andrlić, Berislav ; Pepić, Adriana

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

Izvornik
Proceedings of 9th International Bata Conference for PhD Students and Young Researches / - Zlín : Tomas Bata University in Zlin, Faculty of Management and Economics, 2013

ISBN
978-80-7454-248-0

Skup
9th International Bata Conference for PhD Students and Young Researches

Mjesto i datum
Zlín, Češka Republika, 25.04.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumer statisfaction; branding; food market; comparation

Sažetak
This paper analysis the role of co-branding and customer satisfaction on the market due to it's changing and complex marketing environment. New aspects of branding strategies and especially new way of consumer behavior give rise to new or existing branded products. Co-branding”, is marketing technique used for numerous brands to complement each other. The relevance to this term in marketing occurs in the manner that this involves two, three or more brands in the same geographical location that complement each other in a manner that each can benefit from the existence of the other. Co-branding is most commonly found in food market as these type of business often face problems operating in certain times or seasons hence they need the assistance of other services to make their operating costs relevant. In order to examine this research problem the following methods were used: analysis, synthesis, induction, deduction and primary survey research. Results showed that co-branded products improved perception of quality and satisfaction of consumers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA