Утицај Страног Брендирања На Перцепцију Потрошача О Квалитету И Пореклу Производа, И Њихову Одлуку О Куповини

Abstract

A brand name conveys substantial product-related information. Its purpose is not only to differentiate the product but also to communicate values important to the consumer, such as the nature, purpose and category of the product, its origin, price, and/or quality. The aim of this paper is to examine the influence of foreign brand names on the consumers’ perception of product origin and quality, and their decision to purchase textile products in the Republic of Serbia. Data was collected via the personal interview method, using an online survey, and the hypotheses were tested by regression analysis and the Chi-square test. The obtained results indicate that the use of foreign brand names for clothing products leads consumers to believe that these products are manufactured abroad. In addition, consumers perceive clothes with foreign brand names as being of higher quality, which further influences their purchase decision.