o:28300 The influence of different brand dimensions onto the customer value creation Uticaj različitih dimenzija brenda na kreiranje vrednosti za potrošače en Abstract Achieving the competitive advantage on the market is one of the basic business challenges for the market oriented companies. In order to attract the greatest possible number of customers there is a need to create value which shall be recognized by the customers as a superior or a greater one in the process of estimating alternatives compared to the competitive options. Brand is one of the most important determinants in creating value for the customers. Brand is a complex category and during the analysis of its influence onto the value creation it is needed to take into account its different dimensions. In accordance with the concepts of numerous studies in the area of marketing and customer management the influence of brand on value creation for customers is regarded via four main dimensions- brand awareness, developed brand loyalty, brand trust and the possibility to recognize the expected quality and meaning of a certain brand product. The paper uses a research model which encompasses all four brand dimensions and analyzes their influence onto the customer value creation. The empirical research has been carried out on a sample of 174 respondents in Serbia. Based on the gathered empirical data a significant brand dimension for the customers in Serbia has been identified. Based on the gained research results a difference has been tested in the importance of different brand dimensions for men and women. The paper offers significant theoretical and practical implications which indicate what brand dimensions need to be emphasized in the process of product and service branding and to which extent every one of them contributes to the customer growth value. Also, a brand dimension has been identified with a different influence on creating value with men and women, which is an important implication for the marketing strategy. Sažetak Ostvarivanje konkurentske prednosti na tržištu jedan je od osnovnih poslovnih izazova tržišno orijentisanih preduzeća. Da bi se privukao što veći broj potrošača neophodno je da se kreira vrednost koju će potrošači u procesu procene alternativa prepoznati kao superiornu, odnosno veću u odnosu na konkurentske opcije. Brend je jedna od značajnih determinanti kreiranja vrednosti za potrošače. Brend je kompleksna kategorija i u analizi njegovog uticaja na kreiranje vrednosti neophodno je uzeti u obzir njegove različite dimenzije. U skladu sa konceptima brojnih studija iz oblasti marketinga i upravljanja potrošačima uticaj brenda na kreiranje vrednosti za potrošače posmatra se kroz četiri osnovne dimenzije - brend awerness, razvijene lojalnosti prema brendu, brend trust i mogućnost prepoznavanja očekivanog kvaliteta i značenja proizvoda određenog brenda. U radu se je korišćen istraživački model u kome su uzete u obzir sve četiri dimenzije brenda i analiziran je njihov uticaj na kreiranje vrednosti za potrošače. Empirijsko istraživanje je sprovedeno na uzorku od 174 ispitanika u Srbiji. Na osnovu prikupljenim empirijskih podataka identifikovana je najznačajnija dimenzija brenda za potrošače u Srbiji. Na osnovu dobijenih rezultata istraživanja testirana je razlika u značaju različitih dimenzija brenda za muškarce i žene. Rad pruža značajne teorijsko praktične implikacije koje ukazuju na koje dimenzije brenda je potrebno staviti poseban akcenat u procesu brendiranja proizvoda i usluga, u kojoj meri svaka od njih doprinosi rastu vrednosti za potrošače, Takođe, je identifikovana dimenzija brenda koja ima različit uticaj na kreiranje vrednosti kod muškarce i žene, što je važna implikacija za marketing strategiju. Keywords: value creation, brand, customers, brand dimensions, competitive advantage 1552099 10.5937/EKOPRE2206269D 2023-03-21T08:23:18.781Z 44 no 46 Aleksandar Đorđević Univerzitet u Beogradu Ekonomski fakultet 11512679 0000-0001-9409-8392 Anđelka Miladinović person application/pdf 436634 https://phaidrabg.bg.ac.rs/o:28300 no yes 1 70 92000001 11A03 Ekonomika preduzeća 70 5-6 269 278 2022