IDEAS home Printed from
   My bibliography  Save this article

Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model


  • Ivan-Damir Anić

    () (The Institute of Economics, Zagreb)

  • Edo Rajh

    (The Institute of Economics, Zagreb)


The purpose of this empirical study was to determine the impacts of distribution intensity on perceived quality and brand awareness, and to analyze the effects of perceived quality and brand awareness on brand loyalty. A structural equation model was used to identify the size and the direction of proposed relationships. The model was tested on a sample of 956 students using three brand categories in the manufacturing industry and three brand categories in the service industry. The proposed hypotheses were supported by the model. The results show that distribution intensity is positively related to perceived quality and brand awareness. Moreover, perceived quality and brand awareness were shown to be significant and positive predictors of brand loyalty. Managerial implications are discussed in the paper. The findings of this study could be of special interests to managers, professionals and those doing research in the field of distribution and brand management.

Suggested Citation

  • Ivan-Damir Anić & Edo Rajh, 2008. "Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 20(2), pages 133-147.
  • Handle: RePEc:zag:market:v:20:y:2008:i:2:p:133-147

    Download full text from publisher

    File URL:
    Download Restriction: None


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:20:y:2008:i:2:p:133-147. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tanja Komarac) The email address of this maintainer does not seem to be valid anymore. Please ask Tanja Komarac to update the entry or send us the correct email address. General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.