IMIDž ZEMLjE POREKLA KAO DETERMINANTA STAVOVA I LOJALNOSTI POTROŠAČA PREMA BRENDOVIMA

Abstract

Due to the increasingly intense process of globalization, the attitudes and beliefs of consumers are formed under the influence of numerous factors that are not considered to a significant extent when it comes to business operations within national borders, but can have important implications when it comes to the international aspect of business operations. The image of the country of origin is one of the factors that influence the formation of consumer perception and the decision to purchase a certain product. If the product meets expectations, the consumer will form a positive attitude and become loyal to the brand, and this is one of the most important conditions that must be met in order for the company to achieve its goals, because the base of loyal consumers enables continuous profitable business. The subject of research in the paper is the examination of the effects of the image of the country of origin through its components (cultural heritage, fashion capital, technological progress) on the attitudes and loyalty of consumers towards the brand. On the basis of qualitative research, that is, a review of existing literature in the field of marketing and management, it was determined that the image of the country of origin, through its components, exerts a significant influence on the attitudes and loyalty of consumers towards company brands, so that the research provides useful information to marketers of multinational companies.