THE IMPACT OF CHOCOLATE BRAND IMAGE, SATISFACTION, AND VALUE ON BRAND LOYALTY // UTICAJ IMIDŽA BRENDA ČOKOLADE, ZADOVOLJSTVA I VRIJEDNOSTI NA LOJALNOST BRENDA

Abstract

This paper deals with direct effects ofbrand image, satisfaction and value on consumer loyaltytowards branded chocolates. In the empirical research, a model with these four brand dimensions was established to examine different direct effects - how brand image is related to brand satisfaction and its value, and how brand satisfaction is related to brand value. The research was conducted in Bosnia and Herzegovina andincluded 432 respondents based on a snowball sample. The results show that the established structural model is factual,enabling the acceptance of set hypotheses. It has also been proven that the brand satisfaction has the greatest impact on brand loyalty.Based on the findings, the paper additionally contains practical recommendations for production to creating a brand of chocolate.