ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad

Koncept angažiranosti potrošača u odnosu na marku (Consumer Brand Engagement, CBE) je koncept koji u posljednje vrijeme sve više dobiva na značaju. CBE se odnosi na potrošačevu povezanost s markom i njegovu ulogu u razvoju marke temeljem kognitivnih, afektivnih i bihevioralnih interakcija potrošača s markom. Glavna svrha ovog rada bila je utvrditi značaj CBE-a i njegovih dimenzija/interakcija s ponašajnim ishodima u vidu utrošenog i planiranog iznosa za odabranu marku, kao i u pogledu identificiranja potrošača s markom. Istraživanje je provedeno uz pomoć online anketnog upitnika na prigodnom uzorku od 204 ispitanika. Rezultati su pokazali da postoje razlike u CBE-u i njegovim dimenzijama s obzirom na odabrane marke, odnosno kategorije proizvoda. Osim toga, rezultati su dali uvid u veću značajnog ukupnog CBE-a u odnosu na njegove dimenzije pojedinačno. Točnije, ukupni CBE je pozitivno povezan s utrošenim i planiranim iznosom, kao i s identificiranjem s markom. S druge strane, kognitivna i afektivna dimenzija nisu pozitivno povezane s utrošenim i planiranim iznosom, ali su pozitivno povezane s identificiranjem s markom. Bihevioralna dimenzija nije pozitivno povezana s utrošenim iznosom, ali je pozitivno povezana s planiranim iznosom i identificiranjem s markom. Dobiveni rezultati imaju vrijedne teorijske, ali i praktične implikacije za tvrtke, odnosno marketere.The concept of consumer brand engagement (CBE) is a domain that recently started to gain on an importance. CBE refers to the consumer’s association with the brand and its role in brand development based on the consumer’s cognitive, affective, and behavioral interactions with the brand. The main purpose of this paper was to determine the significance of CBE and its dimensions/interactions for the behavioral outcomes in terms of the spent and planned amounts for the selected brand, as well as for the self-brand identity. The research was conducted via online survey questionnaire on a convenient sample of 204 respondents. The results showed that there are differences in the CBE and its dimensions concerning the selected brands or product categories. In addition, the results provided insights into a higher significance of an overall CBE relative to its dimensions individually. Specifically, total CBE is positively associated with the amount spent and planned, as well as with brand identification. On the other hand, the cognitive and affective dimensions are not positively related to the amount spent and planned but are positively related to the brand identification. The behavioral dimension is not positively related to the amount spent but is positively related to the planned amount and brand identification. The obtained results have valuable theoretical and practical implications for companies and marketers