Naslov
Impact of quality inconsistency on brand loyalty

Autori
Ferenčić, Martina ; Wolfling, Ana

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

Izvornik
23rd Cromar congress: Marketing in a Dynamic Environment - Academic and Practical Insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Rijeka : Faculty of Tourism and Hospitality Management in Opatija ; University of Rijeka ; CROMAR, 2013, 491-506

ISBN
978-953-7842-18-5

Skup
23rd Cromar congress: Marketing in a Dynamic Environment - Academic and Practical Insights

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Product quality; Brand perception; Brand loyalty; Crises brand management; Food industry

Sažetak
Thanks to the fast spread of information via different digital media, today more than ever we are able to witness quality inconsistencies in various products or services. Maintaining product quality levels that consumers are expecting, or to be more precise, maintaining product quality perception is one of key elements in brand loyalty building process. Consumers express their loyalty by recurrently buying and consuming certain product brands and brand owners want to keep their customers' trust. Sometimes when major quality inconsistency occurs in a product, consumers may feel that their trust was betrayed and question their loyalty to that particular branded product. In such a case, brand owners are faced with a difficult decision making process which ultimately aims at regaining consumers' trust. Food, due to its direct impact on human health, is particularly in the spotlight and consumers are more likely to remember negative publicity or “affairs” related to specific food products or food brands. Food industry has relatively thick dossier of different affairs, from GMO use, high levels of histamine or mercury in tuna cans, to the latest problems with aflatoxin in milk from Croatian milk producers, or products that have horse meat mixed with beef in what are supposed to be solely beef products. This paper researches how quality inconsistency of food brands can affect brand loyalty.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953-7842-16-1

POVEZANOST RADA