INFLUENCE OF BRANDS ON PRODUCT SATISFACTION

Authors

Keywords
consumer satisfaction, brand.

Abstract
The article reports the results of causal research aiming at studying the influence of brands on the levels of consumer satisfaction with products in the category of fast-moving consumer goods. During the conducted laboratory experiment, two independent groups of consumers were given the same product but with and without information about its trademark. The collected satisfaction data was analysed using the method of structural equation modelling, with particular attention being paid to the findings of the “importance – performance” analysis. We found that the availability of information about the brand actually affects the level of consumer satisfaction with the product.

JEL: Ì31.
Pages: 16

To view the full text of the article click on the relevant button below.

More titles

  • PROBABILITY METHODS FOR ASSESSING FINANCIAL RISKS FOR ENTERPRISES

    The paper reviews methods for risk assessment which could be employed in the financial management of enterprises. The set of methods proposed renders it possible to assess the impact which different risk factors upon the efficiency of implemented projects and the effect of anti-risk measures on the financial performance of companies and thus ...

  • ECONOMIC IMPORTANCE OF INSURABLE RISK

    The article presents insurable risk as the necessity which determines the decision of signing an insurance contract. It also outlines all relationships between the insurer and the insured which are presented as the driving force behind the motivation for using various insurance services. An emphasis is put on the fact that insurable interest is a ...

  • BLOCKCHAIN – AN OPPORTUNITY FOR DEVELOPING NEW BUSINESS MODELS

    Over the last years, the blockchain technology has attracted the attention of both business users and IT specialists. In essence, blockchain or a chain of blocks is a distributed and decentralized database replicated across the multiple nodes of a network. Until recently blockchain has been associated mainly with cryptocurrencies, but nowadays it ...