Influence of advertising on consumer-based brand loyalty

Journal of Engineering Management and Competitiveness

卷:7

Paunović Mina¹  Borić Slađana¹  Bakator Mihalj¹ 

[1] Republic of Serbia;

关键词: advertising;    brand trust;    perceived quality;    brand loyalty;   

DOI  :  

来源: DOAJ

【 摘 要 】

This paper examines the relationship between advertising and brand loyalty. Further, mediating dimensions are included in the research: brand trust and perceived quality. The data was collected via online survey. The data processing included a t-test analysis, regression analysis, and correlation analysis. Next, the findings have shown moderate influence of advertising on brand loyalty. Overall, satisfactory results are achieved. Certain limitations with online surveys didn't affect the results of the research. Furthermore, the findings in this paper contribute to future research, offering a solid basis for a more complex investigation of the marketing environment.

【 授权许可】

Unknown