The Impact of Consumer-Company Relationships on Brand Loyalty

  • Mihalj Bakator University of Novi Sad, Technical faculty ”Mihajlo Pupin” Zrenjanin
  • Dejan Đorđević University of Novi Sad, Technical faculty ”Mihajlo Pupin” Zrenjanin
  • Dragan Ćoćkalo University of Novi Sad, Technical faculty ”Mihajlo Pupin” Zrenjanin
  • Srđan Bogetić Belgrade Business Academy of Vocational Studies

Abstract

Research Question: In this paper the effect of consumers’ relationship towards a company on brand loyalty is analysed. Motivation: The main goal is to determine if consumers’ relationship towards a company develops brand loyalty. In addition, consumer-brand relationships, consumer-product relationships, brand trust and brand relationship quality are observed. This is important for defining complex relationships between companies, consumers and brands. Brand loyalty is the result of marketing, management and public relations practices. This thorough research provides a substantial insight into this domain. The number of studies that address several marketing management constructs in this form is low. Therefore, this approach is innovative from that viewpoint. Idea: The main idea is to analyse the complex relationships between the above-mentioned constructs and to highlight key factors while taking into consideration the integrity of the analysed data. Data: For this research, the data was collected via structured survey. The sample size of 407 included male and female consumers, aged from 15 to 65, from the major cities in Serbia. Potential biases were taken into consideration when undertaking data analysis. Tools: Conclusions were drawn from the extensive data analysis that included OLS regression analysis, (with and without control parameters), correlation analysis, reliability test, and tests for multicollinearity, heteroscedasticity and autocorrelation. Findings: The results indicate that there is a strong link between consumers’ relationship towards a company and brand loyalty. In addition, the links between the mediating constructs shed light on the complexity of developing relationships with consumers. Contribution: This study contributes to the existing body of literature and expands the view on consumer-company relationships from the aspect of brand and marketing management and management overall.

Author Biographies

Mihalj Bakator, University of Novi Sad, Technical faculty ”Mihajlo Pupin” Zrenjanin

Mihalj Bakator has a M.Sc. degree in engineering management at the University of Novi Sad, Technical Faculty “Mihajlo Pupin”, in Zrenjanin, the Republic of Serbia. Currently, he is a Research Associate and Ph.D. student of engineering management at the University of Novi Sad, Technical faculty “Mihajlo Pupin” Zrenjanin. His areas of research interest are Marketing management, Quality management, Entrepreneurship, Consumer behaviour and Competitiveness

Dejan Đorđević, University of Novi Sad, Technical faculty ”Mihajlo Pupin” Zrenjanin

Dr Dejan Đorđević has a Ph.D. in economics. He is a professor of Economics and Marketing at the University of Novi Sad, Technical Faculty “Mihajlo Pupin” in Zrenjanin, the Republic of Serbia. His main areas of research interest are Economy, Marketing, Entrepreneurship, Competitiveness and Quality management.

Dragan Ćoćkalo, University of Novi Sad, Technical faculty ”Mihajlo Pupin” Zrenjanin

Dr Dragan Ćoćkalo has a Ph.D. in technical sciences. He is an associate professor of Entrepreneurship and Quality Management at the University of Novi Sad, Technical Faculty “Mihajlo Pupin” in Zrenjanin, Republic of Serbia. His main areas of research interest are Quality management, Entrepreneurship and Regional business development.

Srđan Bogetić, Belgrade Business Academy of Vocational Studies

Dr Srđan Bogetić is a professor of vocational studies at the Belgrade Business Academy of Vocational Studies, Belgrade. In 2009. he acquired his Ph.D. degree in the domain of quality management in small and medium-sized enterprises. His areas of interest are Small and medium-sized enterprise management, Entrepreneurship, Quality management, and Business process management.

Published
2020-09-01
How to Cite
Bakator, M., Đorđević, D., Ćoćkalo, D., & Bogetić, S. (2020). The Impact of Consumer-Company Relationships on Brand Loyalty. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 25(2), 53-64. doi:10.7595/management.fon.2019.0016
Section
Articles