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dc.contributor.authorFilipović, Jovana-
dc.contributor.authorŠapić, Srđan-
dc.identifier.citationFilipović, J., & Šapić, S. [2020]. Uticaj putovanja potrošača i medijskih aktivnosti kompanija na ponašanje potrošača prema kupovini globalnih brendova. Menadžment u hotelijerstvu i turizmu, 8(1), 25-35.en_US
dc.description.abstractThe main objective of this research is an analysis of the impact that consumer travel and the presence of global brands in the media have on the attitudes and intentions which consumers have regarding the purchase of these brands. In order to analyse previously mentioned relationships between the variables, an empirical study was conducted as well as statistical analysis of the obtained data. Testing of hypotheses and relationships between variables was performed using structural equation modelling (SEM). The research results indicate that consumer travel and media activities of global companies have a positive and statistically significant impact on attitudes which consumers have regarding the purchase of global brands, and that attitudes have a very strong and positive impact on consumers' intentions regarding future purchases of global brands. In addition, it has been found that female consumers, younger and middle-aged consumers, as well as consumers with higher levels of education are more prone to form intentions regarding the purchase of global brands. The study contributesto the existing scientific literature in the field of international marketing and brand management, since there are a certain number of papers in the field of global branding in the foreign scientific literature, while in the domestic scientific literature the mentioned area is relatively unexplored.en_US
dc.publisherUniversity of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjaĉka Banjaen_US
dc.relation.ispartofMenadzment u hotelijerstvu i turizmuen_US
dc.rightsAttribution 3.0 United States*
dc.subjectglobal branden_US
dc.subjectconsumer travelen_US
dc.subjectmedia activitiesen_US
dc.subjectattitudes and behavioural intentionsen_US
dc.titleThe impact of consumers' traveling and media activities on consumer behaviour towards purchasing global brandsen_US
Appears in Collections:Faculty of Economics, Kragujevac

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