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Influence Of Brands On Product Satisfaction

Author

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  • Atanaska Reshetkova

    (D. A. Tsenov Academy of Economics)

Abstract

The article reports the results of causal research aiming at studying the influence of brands on the levels of consumer satisfaction with products in the category of fast-moving consumer goods. During the conducted laboratory experiment, two independent groups of consumers were given the same product but with and without information about its trademark. The collected satisfaction data was analysed using the method of structural equation modelling, with particular attention being paid to the findings of the “importance – performance” analysis. We found that the availability of information about the brand actually affects the level of consumer satisfaction with the product.

Suggested Citation

  • Atanaska Reshetkova, 2018. "Influence Of Brands On Product Satisfaction," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 35-50.
    • Handle: RePEc:dat:bmngmt:y:2018:i:2:p:35-50
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    File URL: http://hdl.handle.net/10610/3900
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    Keywords

    consumer satisfaction; brand;

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