20.500.12556/DKUM-92971 Consumer preferences and reactions to brand expansion Potrošniške preference in odzivi na širitev blagovne znamke Consumer purchasing power is one of the key determinants of consumer behavior, among other factors. Acceptance of new brands or product line extensions of existing brands is influenced by perceived value. New products can be added to existing product lines by introducing new products within them, or brands can expand horizontally by entering entirely new categories or product lines. Any vertical expansion, whether to a higher or lower level, comes after a price shift and a product quality achievement relative to its base product. While survey-based research provides valuable insights that support the growth of the Premium brand, building a strong relationship with customers, quickly identifying preferences, personalizing the offer and fostering a climate of trust remain its main sources of value. The purpose of the paper is to show the positive relationship that exists between the vertical growth of the brand and the increase in customer loyalty, as shown by the research conducted on a deliberate sample. Kupna moč potrošnikov je poleg drugih dejavnikov eden od ključnih dejavnikov, ki določajo vedenje potrošnikov. Na sprejemanje novih blagovnih znamk ali razširitev proizvodnih linij obstoječih blagovnih znamk vpliva zaznana vrednost. Novi izdelki se lahko dodajo obstoječim linijam izdelkov z uvedbo novih izdelkov znotraj njih, ali pa se blagovne znamke lahko horizontalno razširijo z vstopom v povsem nove kategorije ali linije izdelkov. Vsaka vertikalna širitev, bodisi na višjo ali nižjo raven, sledi spremembi cene in doseženi kakovosti izdelka glede na osnovni izdelek. Medtem ko raziskave, ki temeljijo na anketah, zagotavljajo dragocene informacije, ki podpirajo rast blagovne znamke Premium, ostajajo glavni viri njene vrednosti vzpostavljanje trdnih odnosov s strankami, hitro prepoznavanje preferenc, prilagajanje ponudbe in spodbujanje ozračja zaupanja. Namen prispevka je prikazati pozitivno povezavo, ki obstaja med vertikalno rastjo blagovne znamke in povečanjem zvestobe strank, kot je pokazala raziskava, izvedena na namerno izbranem vzorcu. premium brand positioning vertical expansion of the premium brand consumer preferences customer response to premium brand vertical extension premium blagovna znamka pozicioniranje vertikalna širitev premium blagovne znamke preference potrošnikov odziv strank na vertikalno razširitev true false true Angleški jezik Slovenski jezik Znanstveno delo 2025-05-28 16:35:42 2025-05-28 16:35:42 2025-05-29 03:22:08 0000-00-00 00:00:00 2024 0 0 str. 47-62 no. 2 Vol. 70 jun. 2024 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2024-07-03 658.8:339.138 237571587 10.2478/ngoe-2024-0011 0547-3101 https://sciendo.com/article/10.2478/ngoe-2024-0011 1 08c88486-3bd1-11f0-a3df-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=191440 RAZ_Vukovic_Dijana_2024.pdf RAZ_Vukovic_Dijana_2024.pdf 1 69D3695591E47E30BAE281B62B77F11C e707dc44bd036c458d71fe61aafb26223949934b6d19919e8516111b1a060902 21fc21e8-3bd1-11f0-a3df-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=191441 Ekonomsko-poslovna fakulteta Naše gospodarstvo 0 0 0