THE IMPACT OF PERCEIVED QUALITY ON BRAND VALUE CREATIONГлуховић Никола |
Published 12/30/2024 |
ABSTRACT
In a turbulent market environment, building a strong brand and creating a loyal consumer base is a real challenge for companies. Companies strive to meet the needs of consumers, and often choose product quality as a fundamental instrument of differentiation. The aim of the paper is to investigate the extent to which perceived product quality affects the creation of brand value. In this paper, we will analyze the results of empirical research on consumer attitudes regarding perceived product quality as a dimension of brand value. The conclusions obtained by this research largely coincide with the conclusions of related studies. The paper showed and proved that the brand has an exceptional influence on the perceived quality in the mind of the consumer, and that the perceived quality has a significant influence on the decision-making process regarding the purchase of the brand. Consumers rated branded products as higher quality than products that do not have a brand mark on them.
Keywords: perceived quality, brand, brand value, consumer needs, competitive advantage.