Please use this identifier to cite or link to this item:
https://open.uns.ac.rs/handle/123456789/618
Title: | Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia | Authors: | Bakator, Mihalj Đalić, Nataša Petrović, Nikola Paunović, Mina Terek, Edit |
Issue Date: | 1-Jan-2019 | Journal: | Economic Research-Ekonomska Istrazivanja | Abstract: | © 2019, © 2019 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Transition economies often face various issues in their socio-economic structures. Several studies analysed the differences and similarities between traditional capitalist economies and transition economies. In this research, advertising and customer satisfaction, two crucial market-driving factors, are measured in the emerging economy of Serbia. Additionally, perceived quality, brand credibility and brand relationship quality are included in the study as mediating factors. Four hundred thirty-two (432) customers and consumers participated in the survey. The findings indicate that advertising has a strong positive correlation with customer satisfaction. This provides support and invites future research in the domain of emerging economies when it comes to key market factors such as advertising and customers’ post-purchase experiences. | URI: | https://open.uns.ac.rs/handle/123456789/618 | ISSN: | 1331677X | DOI: | 10.1080/1331677X.2019.1642787 |
Appears in Collections: | TFZR Publikacije/Publications |
Show full item record
SCOPUSTM
Citations
4
checked on Mar 15, 2024
Page view(s)
26
Last Week
16
16
Last month
0
0
checked on May 10, 2024
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.