Yes / The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.

Esta pesquisa teve como objetivo identificar e analisar os elementos associados às experiências de compra online que influenciam a satisfação dos e-consumidores em compras de alto e baixo envolvimento no comércio eletrônico. Para atingir o objetivo proposto, foi realizado um levantamento de campo, cuja amostra foi composta por 720 e-consumidores. Adotou-se o processo de amostragem por cotas, utilizando-se como critério para composição dos estratos da amostra a distribuição etária da população do estudo. Para análise dos dados referentes a compras de alto envolvimento, utilizou-se a Modelagem de Equações Estruturais. Por outro lado, para análise dos dados referentes a compras de baixo envolvimento, utilizaram-se a Análise Fatorial Exploratória e a Análise de Regressão Múltipla. A partir da análise estatística dos dados referentes a compras de alto envolvimento, constatou-se que existem alguns atributos das experiências de compra online que influenciam diretamente a esatisfação (conveniência associada ao website, políticas de trocas e devoluções da empresa e qualidade do serviço de entrega), enquanto outros influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), que, por sua vez, influencia a esatisfação. Adicionalmente, foram identificados dois atributos que influenciam tanto o fluxo online quanto a e-satisfação (confiabilidade atribuída ao website e variedade de produtos disponíveis para venda no website). Complementarmente, a partir da análise estatística dos dados referentes a compras de baixo envolvimento, constatou-se que três atributos das experiências de compra online influenciam positivamente a e-satisfação, sendo eles a qualidade do serviço de entrega, as informações disponíveis no website e a estrutura de atendimento ao cliente do website. Constatou-se também que a inovação associada ao website influencia negativamente a e-satisfação em compras de baixo envolvimento. / This research aims to identify and analyze the factors associated with online shopping experiences that influence e-satisfaction in high and low involvement purchases. To reach that goal, we conducted a field survey, whose sample consisted of 720 e- consumers. We adopted quotas sampling, using as criteria for the composition of the sample strata age distribution of the study population. To analyze the data for high-involvement purchases, we used the Structural Equation Modeling. On the other hand, for the analysis of data for purchases of low involvement, we used the Exploratory Factor Analysis and Multiple Regression Analysis. From the statistical analysis of the data for high-involvement purchases, it was found that there are some attributes of online shopping experiences that directly influence the satisfaction (convenience associated with the website, exchanges and returns policies of the company and quality of service delivery), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction (reliability attributed to the website and variety of products available for sale on the website). In addition, from the statistical analysis of data for purchases of low involvement, it was found that three attributes of online shopping experiences positively influence e-satisfaction: quality of service delivery, information available on the website and website structure of customer attendance. It was also found that innovation associated with the website negatively influences e-satisfaction in purchases of low involvement.

O presente estudo tem como principal objetivo avaliar o impacto de aspectos contingenciais no modelo básico do efeito da espera na avaliação geral de um serviço. Com base em estudos referentes à espera já realizados, o presente trabalho definiu o “modelo básico do efeito da espera na avaliação geral do serviço” que consiste no impacto negativo da espera na avaliação geral do serviço por meio da suscitação de emoções negativas. A influência de fatores contingenciais sobre o modelo é a principal contribuição do estudo, dado que essa abordagem não havia sido ainda estudada. Inicialmente, foi realizada uma etapa exploratória, qualitativa, para investigar as relações propostas no modelo teórico, assim como para compreender melhor os serviços de saúde, campo de estudo da pesquisa. Na sequência, a influência do envolvimento do consumidor, da singularidade do serviço, da pressão do tempo e do relacionamento interpessoal no modelo central foi investigada através da realização de uma survey com 382 pacientes As hipóteses foram testadas por meio de modelagem de equações estruturais, com o software LISREL 8.51. Os resultados indicam que o envolvimento do consumidor tem impacto positivo no seu tempo de espera aceitável. Já o efeito da singularidade do serviço sobre essa mesma variável não foi confirmado. A pressão do tempo apresentou impacto positivo no tempo de espera percebido e o efeito moderador do relacionamento interpessoal na relação entre as respostas afetivas negativas e a avaliação geral do serviço também foi confirmada. Além das hipóteses propostas, foi realizado um teste exploratório segundo o qual se confirmou o efeito moderador da variável gravidade sobre as relações que compõe o modelo básico do efeito da espera da avaliação geral do serviço. No final, os resultados são discutidos, e as limitações do estudo e sugestões para futuras pesquisas são apresentadas. / The most important objective of the present study is to evaluate the impact of the contingency aspects on the basic model of the waiting effect in the overall service evaluation. Based on studies in reference to the wait already carried out, this study defined the "basic model of the waiting effect on the general evaluation of the service" as being the negative impact of waiting in the general evaluation of the service because of the rise of negative emotions. The influence of contingency factors over the model is the most important contribution of the study as this approach has never been studied before. Iniatially, there was a qualitative exploratory to investigate the proposed relations in the theoretical model, as well as to have a better understanding of health care services, the field study of the research. Following that, the influence of the consumer involvement, the uniqueness of the service, the time pressure and the interpersonal relationship in the central model was investigated through a survey conducted among 382 patients The hypotheses were tested using structural equation modeling with LISREL 8.51 software. The results showed that the consumer involvement have a positive impact in the acceptable waiting time. On the other hand the effect of the uniqueness of the service over the same variable was not confirmed. The time pressure indicated a positive impact on the perceived waiting time and the moderate effect of the interpersonal relationship of the connection between negative affective reactions and the overall service evaluation was also confirmed. Beyond the proposed hypotheses, it was performed a exploratory test whereby it was confirmed the moderator effect of the gravity variable on the relations that form the basic model of the waiting effect on the overall service evaluation. In the end the results are discussed, and the limitations of the study and suggestions for future surveys are presented.

O presente estudo tem como principal objetivo avaliar o impacto de aspectos contingenciais no modelo básico do efeito da espera na avaliação geral de um serviço. Com base em estudos referentes à espera já realizados, o presente trabalho definiu o “modelo básico do efeito da espera na avaliação geral do serviço” que consiste no impacto negativo da espera na avaliação geral do serviço por meio da suscitação de emoções negativas. A influência de fatores contingenciais sobre o modelo é a principal contribuição do estudo, dado que essa abordagem não havia sido ainda estudada. Inicialmente, foi realizada uma etapa exploratória, qualitativa, para investigar as relações propostas no modelo teórico, assim como para compreender melhor os serviços de saúde, campo de estudo da pesquisa. Na sequência, a influência do envolvimento do consumidor, da singularidade do serviço, da pressão do tempo e do relacionamento interpessoal no modelo central foi investigada através da realização de uma survey com 382 pacientes As hipóteses foram testadas por meio de modelagem de equações estruturais, com o software LISREL 8.51. Os resultados indicam que o envolvimento do consumidor tem impacto positivo no seu tempo de espera aceitável. Já o efeito da singularidade do serviço sobre essa mesma variável não foi confirmado. A pressão do tempo apresentou impacto positivo no tempo de espera percebido e o efeito moderador do relacionamento interpessoal na relação entre as respostas afetivas negativas e a avaliação geral do serviço também foi confirmada. Além das hipóteses propostas, foi realizado um teste exploratório segundo o qual se confirmou o efeito moderador da variável gravidade sobre as relações que compõe o modelo básico do efeito da espera da avaliação geral do serviço. No final, os resultados são discutidos, e as limitações do estudo e sugestões para futuras pesquisas são apresentadas. / The most important objective of the present study is to evaluate the impact of the contingency aspects on the basic model of the waiting effect in the overall service evaluation. Based on studies in reference to the wait already carried out, this study defined the "basic model of the waiting effect on the general evaluation of the service" as being the negative impact of waiting in the general evaluation of the service because of the rise of negative emotions. The influence of contingency factors over the model is the most important contribution of the study as this approach has never been studied before. Iniatially, there was a qualitative exploratory to investigate the proposed relations in the theoretical model, as well as to have a better understanding of health care services, the field study of the research. Following that, the influence of the consumer involvement, the uniqueness of the service, the time pressure and the interpersonal relationship in the central model was investigated through a survey conducted among 382 patients The hypotheses were tested using structural equation modeling with LISREL 8.51 software. The results showed that the consumer involvement have a positive impact in the acceptable waiting time. On the other hand the effect of the uniqueness of the service over the same variable was not confirmed. The time pressure indicated a positive impact on the perceived waiting time and the moderate effect of the interpersonal relationship of the connection between negative affective reactions and the overall service evaluation was also confirmed. Beyond the proposed hypotheses, it was performed a exploratory test whereby it was confirmed the moderator effect of the gravity variable on the relations that form the basic model of the waiting effect on the overall service evaluation. In the end the results are discussed, and the limitations of the study and suggestions for future surveys are presented.

O presente estudo tem como principal objetivo avaliar o impacto de aspectos contingenciais no modelo básico do efeito da espera na avaliação geral de um serviço. Com base em estudos referentes à espera já realizados, o presente trabalho definiu o “modelo básico do efeito da espera na avaliação geral do serviço” que consiste no impacto negativo da espera na avaliação geral do serviço por meio da suscitação de emoções negativas. A influência de fatores contingenciais sobre o modelo é a principal contribuição do estudo, dado que essa abordagem não havia sido ainda estudada. Inicialmente, foi realizada uma etapa exploratória, qualitativa, para investigar as relações propostas no modelo teórico, assim como para compreender melhor os serviços de saúde, campo de estudo da pesquisa. Na sequência, a influência do envolvimento do consumidor, da singularidade do serviço, da pressão do tempo e do relacionamento interpessoal no modelo central foi investigada através da realização de uma survey com 382 pacientes As hipóteses foram testadas por meio de modelagem de equações estruturais, com o software LISREL 8.51. Os resultados indicam que o envolvimento do consumidor tem impacto positivo no seu tempo de espera aceitável. Já o efeito da singularidade do serviço sobre essa mesma variável não foi confirmado. A pressão do tempo apresentou impacto positivo no tempo de espera percebido e o efeito moderador do relacionamento interpessoal na relação entre as respostas afetivas negativas e a avaliação geral do serviço também foi confirmada. Além das hipóteses propostas, foi realizado um teste exploratório segundo o qual se confirmou o efeito moderador da variável gravidade sobre as relações que compõe o modelo básico do efeito da espera da avaliação geral do serviço. No final, os resultados são discutidos, e as limitações do estudo e sugestões para futuras pesquisas são apresentadas. / The most important objective of the present study is to evaluate the impact of the contingency aspects on the basic model of the waiting effect in the overall service evaluation. Based on studies in reference to the wait already carried out, this study defined the "basic model of the waiting effect on the general evaluation of the service" as being the negative impact of waiting in the general evaluation of the service because of the rise of negative emotions. The influence of contingency factors over the model is the most important contribution of the study as this approach has never been studied before. Iniatially, there was a qualitative exploratory to investigate the proposed relations in the theoretical model, as well as to have a better understanding of health care services, the field study of the research. Following that, the influence of the consumer involvement, the uniqueness of the service, the time pressure and the interpersonal relationship in the central model was investigated through a survey conducted among 382 patients The hypotheses were tested using structural equation modeling with LISREL 8.51 software. The results showed that the consumer involvement have a positive impact in the acceptable waiting time. On the other hand the effect of the uniqueness of the service over the same variable was not confirmed. The time pressure indicated a positive impact on the perceived waiting time and the moderate effect of the interpersonal relationship of the connection between negative affective reactions and the overall service evaluation was also confirmed. Beyond the proposed hypotheses, it was performed a exploratory test whereby it was confirmed the moderator effect of the gravity variable on the relations that form the basic model of the waiting effect on the overall service evaluation. In the end the results are discussed, and the limitations of the study and suggestions for future surveys are presented.

Esta pesquisa teve como objetivo identificar e analisar os elementos associados às experiências de compra online que influenciam a satisfação dos e-consumidores em compras de alto e baixo envolvimento no comércio eletrônico. Para atingir o objetivo proposto, foi realizado um levantamento de campo, cuja amostra foi composta por 720 e-consumidores. Adotou-se o processo de amostragem por cotas, utilizando-se como critério para composição dos estratos da amostra a distribuição etária da população do estudo. Para análise dos dados referentes a compras de alto envolvimento, utilizou-se a Modelagem de Equações Estruturais. Por outro lado, para análise dos dados referentes a compras de baixo envolvimento, utilizaram-se a Análise Fatorial Exploratória e a Análise de Regressão Múltipla. A partir da análise estatística dos dados referentes a compras de alto envolvimento, constatou-se que existem alguns atributos das experiências de compra online que influenciam diretamente a esatisfação (conveniência associada ao website, políticas de trocas e devoluções da empresa e qualidade do serviço de entrega), enquanto outros influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), que, por sua vez, influencia a esatisfação. Adicionalmente, foram identificados dois atributos que influenciam tanto o fluxo online quanto a e-satisfação (confiabilidade atribuída ao website e variedade de produtos disponíveis para venda no website). Complementarmente, a partir da análise estatística dos dados referentes a compras de baixo envolvimento, constatou-se que três atributos das experiências de compra online influenciam positivamente a e-satisfação, sendo eles a qualidade do serviço de entrega, as informações disponíveis no website e a estrutura de atendimento ao cliente do website. Constatou-se também que a inovação associada ao website influencia negativamente a e-satisfação em compras de baixo envolvimento. / This research aims to identify and analyze the factors associated with online shopping experiences that influence e-satisfaction in high and low involvement purchases. To reach that goal, we conducted a field survey, whose sample consisted of 720 e- consumers. We adopted quotas sampling, using as criteria for the composition of the sample strata age distribution of the study population. To analyze the data for high-involvement purchases, we used the Structural Equation Modeling. On the other hand, for the analysis of data for purchases of low involvement, we used the Exploratory Factor Analysis and Multiple Regression Analysis. From the statistical analysis of the data for high-involvement purchases, it was found that there are some attributes of online shopping experiences that directly influence the satisfaction (convenience associated with the website, exchanges and returns policies of the company and quality of service delivery), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction (reliability attributed to the website and variety of products available for sale on the website). In addition, from the statistical analysis of data for purchases of low involvement, it was found that three attributes of online shopping experiences positively influence e-satisfaction: quality of service delivery, information available on the website and website structure of customer attendance. It was also found that innovation associated with the website negatively influences e-satisfaction in purchases of low involvement.

To date much of the literature on consumers' concerns about business-to-consumer (B2C) e-commerce has described findings from quantitative research. As a result, much of that literature has focused on specific previously-identified concerns (e.g., privacy of personal information, use of credit cards for on-line payment). Also, there has been little research into the concerns of New Zealand consumers, and all of it has been quantitative. In order to gain a broader understanding, this study took a qualitative approach. Three focus groups were conducted, in order to identify consumers' concerns. The concerns that were thus identified were combined with those that a review of the literature had previously identified, and were used to draw up a set of guidelines to be used in semi-structured interviews. Fifteen interviews were then conducted, in order to gain consumers' views about each concern. It seems that at a higher level, consumer's concerns have shifted. The literature suggests that in the past consumers' concerns about Internet shopping have focused on the fact that Internet shopping is conducted via the Internet – as a result of which consumers have, for example, been concerned about the privacy of their personal information ('if I give them my e-mail address, will I get spam?') This study suggests that now consumers' concerns focus on the fact that Internet shopping is a form of shopping – as a result of which they are now only prepared to use the Web sites of 'reputable companies', and they now require to be able to evaluate an item adequately before buying it. And it seems that another result of this is that consumers now expect that the 'reputable companies' whose Web sites they visit will – as a matter of course - address to their satisfaction issues such as the privacy of their personal information. While there are some types of products that consumers are prepared to buy on-line (e.g., air travel), there are many about which they are reluctant. Concerns were expressed about a wide range of potential purchases, and for a variety of reasons; also, some data was inconsistent (for example, some consumers were not prepared to buy clothes on-line, but others were). This appears to be an area in which consumer attitudes are still evolving. It is suggested that it may be helpful for further research on this matter to consider both demographic factors and the degree of consumer involvement in particular types of purchases.

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

<p>Основно истраживачко питање на које смо настојали да<br />добијемо одговор је какав је значај вредносних оријентација,<br />селф-концепта и демографских карактеристика испитаника за<br />куповину аутомобила обзиром на ниво и тип инволвираности у<br />производ.<br />Како би остварили основни циљ маркетинга &ndash; размену, на<br />обострано задовољство и купца и продавца те да би разумели,<br />предвидели и утицали на понашање потрошача неопходно је<br />вршити анализе са циљем упознавања сегмента тржишта за који<br />се претпоставља да је циљна група. То подразумева упознавање<br />демографских одлика потрошача. Анализа понашања<br />неизоставно обухвата истраживање о томе ко су потрошачи, шта<br />купују, зашто купују, када, где и колико често купују. Ипак, да<br />би се добила потпуна слика тржишног сегмента, неопходно је,<br />поред демографских, познавати и психолошке карактеристике<br />потрошача. У докторској дисертацији представљени су<br />теоријски модели куповног понашања, инволвираности и<br />вредности, као и теорија селф детерминације. Приказан је извод<br />из истраживачког опуса о инволвираности и релацијама које<br />остварује са осталим варијаблама испитиваним у овом<br />истраживању.<br />Истраживање је спроведено на пригодном узорку од 222<br />особе које су у последњих шест месеци купиле аутомобил или<br />планирају да га купе у наредних шест месеци, али су у тренутку<br />истраживања већ започелe процес доношења одлуке о куповини.<br />На тај начин извршена је дистинкција купаца и потенцијалних<br />купаца, као и дистинкција узорка од опште популације.<br />Аутомобил као производ који је централан у овом истраживању<br />одабран је на основу пилот истраживања спроведеног са циљем<br />да се утврди у који су производ испитаници чешће високо<br />инволвирани. Из општег циља истраживања изведено је неколико специфичних циљева, како би се одговорило на</p><p>истраживачки проблем. Резултати су указали да инволвираност<br />има мултифакторску структуру. Издвојена су четири фактора<br />који су дефинисани као Важност и задовољство, Значење,<br />Вероватноћа ризика и Последице ризика. Утврђене су разлике у<br />нивоу и типу инволвираности код купаца и потенцијалних<br />купаца, где су потенцијални купци више инволвирани од купаца,<br />и то на укупној инволвираности и на фактору вероватноћа<br />ризика. Тржиште купаца и потенцијалних купаца сегментирано<br />је према инволвираности коју су потрошачи развили. Тржиште<br />чине четири хомогена сегмента који се разликују према нивоу и<br />типу доминантне инволвираности. Сегменти су именовани као<br />Висока, Ниска, Ризична и Експертска инволвираност. Утврђене<br />су значајне разлике сегмената по вредностима, самосвести и<br />каузалним оријентацијама. Као значајни предиктори поједниних<br />фактора инволвираности купаца, а из сета демографских<br />карактеристика испитаника, издвојили су се пол, старост,<br />образовање, задовољство материјалном ситуацијом, као и број<br />чланова домаћинства за које је испитаник одговоран. У подгрупи<br />потенцијалних купаца инволвираност се не може предвидети на<br />основу овог сета демографских варијабли. И сета психолошких<br />карактеристика издвојени су предиктори инволвираности<br />испитаника. Поједини вредносни домени предвиђају факторе<br />инволвираности, а на основу резултата који се тичу каузалних<br />оријентација и самосвести, закључено је да је доношење куповне<br />одлуке приликом куповине аутомобила социјални процес, да<br />особе иако су доминантно аутономне у доношењу одлука,<br />одлуку о куповини аутомобила доносе уз помоћ референтних<br />особа, као и стручњака из ове области. Утврђено је да каузалне<br />оријентације, самосвест и индивидуалне вредности не<br />предвиђају куповно понашање испитаника.<br />Сви налази су дискутовани у контексту претходних<br />резултата истраживања у овој области, наведене су њихове<br />импликације и ограничења, као и препоруке за маркетиншку<br />праксу.</p> / <p>Osnovno istraživačko pitanje na koje smo nastojali da<br />dobijemo odgovor je kakav je značaj vrednosnih orijentacija,<br />self-koncepta i demografskih karakteristika ispitanika za<br />kupovinu automobila obzirom na nivo i tip involviranosti u<br />proizvod.<br />Kako bi ostvarili osnovni cilj marketinga &ndash; razmenu, na<br />obostrano zadovoljstvo i kupca i prodavca te da bi razumeli,<br />predvideli i uticali na ponašanje potrošača neophodno je<br />vršiti analize sa ciljem upoznavanja segmenta tržišta za koji<br />se pretpostavlja da je ciljna grupa. To podrazumeva upoznavanje<br />demografskih odlika potrošača. Analiza ponašanja<br />neizostavno obuhvata istraživanje o tome ko su potrošači, šta<br />kupuju, zašto kupuju, kada, gde i koliko često kupuju. Ipak, da<br />bi se dobila potpuna slika tržišnog segmenta, neophodno je,<br />pored demografskih, poznavati i psihološke karakteristike<br />potrošača. U doktorskoj disertaciji predstavljeni su<br />teorijski modeli kupovnog ponašanja, involviranosti i<br />vrednosti, kao i teorija self determinacije. Prikazan je izvod<br />iz istraživačkog opusa o involviranosti i relacijama koje<br />ostvaruje sa ostalim varijablama ispitivanim u ovom<br />istraživanju.<br />Istraživanje je sprovedeno na prigodnom uzorku od 222<br />osobe koje su u poslednjih šest meseci kupile automobil ili<br />planiraju da ga kupe u narednih šest meseci, ali su u trenutku<br />istraživanja već započele proces donošenja odluke o kupovini.<br />Na taj način izvršena je distinkcija kupaca i potencijalnih<br />kupaca, kao i distinkcija uzorka od opšte populacije.<br />Automobil kao proizvod koji je centralan u ovom istraživanju<br />odabran je na osnovu pilot istraživanja sprovedenog sa ciljem<br />da se utvrdi u koji su proizvod ispitanici češće visoko<br />involvirani. Iz opšteg cilja istraživanja izvedeno je nekoliko specifičnih ciljeva, kako bi se odgovorilo na</p><p>istraživački problem. Rezultati su ukazali da involviranost<br />ima multifaktorsku strukturu. Izdvojena su četiri faktora<br />koji su definisani kao Važnost i zadovoljstvo, Značenje,<br />Verovatnoća rizika i Posledice rizika. Utvrđene su razlike u<br />nivou i tipu involviranosti kod kupaca i potencijalnih<br />kupaca, gde su potencijalni kupci više involvirani od kupaca,<br />i to na ukupnoj involviranosti i na faktoru verovatnoća<br />rizika. Tržište kupaca i potencijalnih kupaca segmentirano<br />je prema involviranosti koju su potrošači razvili. Tržište<br />čine četiri homogena segmenta koji se razlikuju prema nivou i<br />tipu dominantne involviranosti. Segmenti su imenovani kao<br />Visoka, Niska, Rizična i Ekspertska involviranost. Utvrđene<br />su značajne razlike segmenata po vrednostima, samosvesti i<br />kauzalnim orijentacijama. Kao značajni prediktori pojedninih<br />faktora involviranosti kupaca, a iz seta demografskih<br />karakteristika ispitanika, izdvojili su se pol, starost,<br />obrazovanje, zadovoljstvo materijalnom situacijom, kao i broj<br />članova domaćinstva za koje je ispitanik odgovoran. U podgrupi<br />potencijalnih kupaca involviranost se ne može predvideti na<br />osnovu ovog seta demografskih varijabli. I seta psiholoških<br />karakteristika izdvojeni su prediktori involviranosti<br />ispitanika. Pojedini vrednosni domeni predviđaju faktore<br />involviranosti, a na osnovu rezultata koji se tiču kauzalnih<br />orijentacija i samosvesti, zaključeno je da je donošenje kupovne<br />odluke prilikom kupovine automobila socijalni proces, da<br />osobe iako su dominantno autonomne u donošenju odluka,<br />odluku o kupovini automobila donose uz pomoć referentnih<br />osoba, kao i stručnjaka iz ove oblasti. Utvrđeno je da kauzalne<br />orijentacije, samosvest i individualne vrednosti ne<br />predviđaju kupovno ponašanje ispitanika.<br />Svi nalazi su diskutovani u kontekstu prethodnih<br />rezultata istraživanja u ovoj oblasti, navedene su njihove<br />implikacije i ograničenja, kao i preporuke za marketinšku<br />praksu.</p> / <p>The basic issue of the research is a significance of value<br />orientations, self-concept and demographic characteristics of<br />respondents when purchasing a car, considering the level and<br />type of involvement in the product.<br />In order to achieve the main purpose of marketing,<br />which is an exchange to mutual satisfaction of buyers and<br />sellers, as well as to understand, predict and influence the<br />consumer behavior, it is necessary to make analysis in order to<br />become acquainted with market segment, which is assumed to<br />be the target group. It implies information about the<br />demographic characteristics of consumers. Analysis of<br />consumer behavior inevitably involves research about who the<br />consumers are, what they buy, why they buy, when, where and<br />how often they buy something. However, in order to obtain a<br />complete picture of the market segment, it is necessary to know<br />psychological characteristics of consumers, in addition to<br />demographic ones. The doctoral dissertation presents theoretical<br />models of consumer behavior, involvement and human values,<br />as well as the self-determination theory. There is presented a<br />selection from the research opus on the involvement and<br />relations achieved with other variables examined in this<br />research.<br />The research was conducted on a sample of 222 persons<br />who had bought a car in the last six months, or who planned to<br />buy a car and already started the decision-making process on<br />purchasing at the moment of the research. In this way, there was<br />made a distinction between consumers and potential consumers,<br />as well as the distinction between consumers and the general<br />population. The car as a product, which was central in this<br />research, was chosen according to a pilot study conducted with<br />the aim to determine which product made the respondents to be<br />highly involved. Several specific objectives derived from the<br />general aim of the research, in order to respond to the research<br />problem. The results showed that the involvement had a<br />multifactor structure. There were distinguished four factors,<br />which were defined as Sign, Interest and Pleasure, Risk importance, and Risk probability.</p><p>There were established differences in the level and type<br />of involvement in consumers and potential consumers, where<br />potential consumers were more involved than consumers both<br />on the Total Involvement and the Risk Probability factor.<br />Market of consumers and potential consumers was segmented<br />according to the involvement developed by the consumers.<br />Market consisted of four homogeneous segments which varied<br />according to the level and type of dominant involvement. The<br />segments were named as High, Low, Risk and Expert<br />Involvement. There were established significant differences in<br />segments based on values, self-awareness and causal<br />orientations. Sex, age, education, satisfaction with financial<br />situation, as well as the number of household members which<br />the respondent is responsible for, were found to be significant<br />predictors of individual factors of the consumers involvement,<br />distinguished from a set of demographic characteristics of<br />respondents. In the subgroup of potential consumers, the<br />involvement could not be predicted on the basis of the set of<br />demographic variables. Predictors of the respondents&rsquo;<br />involvement were distinguished from a set of psychological<br />characteristics. Particular value domains predicted factors of<br />involvement. Based on the results concerning the causal<br />orientations and self-awareness, it was concluded that making<br />decision on purchasing a car was the social process and that<br />even though they were predominantly autonomous in decisionmaking,<br />people made the decision to buy a car with help of the<br />reference persons and experts in this field. It was found that the<br />causal orientations, self-awareness and individual values could<br />not predict consumer behavior of respondents.<br />All the findings have been discussed in the context of<br />previous results of the research in this field. There are presented<br />their implications and limitations, as well as recommendations<br />for the marketing practice.</p>

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)