ESSENTIAL DETRETAILER’S SLOGAN IN THE FUNCTION OF PRICE IMAGE
Jelena Franjković – Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Trg Ljudevita Gaja 7, 31000
Osijek, Croatia
DOI: https://doi.org/10.31410/EMAN.2021.467
5th International Scientific Conference – EMAN 2021 – Economics and Management: How to Cope With Disrupted Times, Online/Virtual, March 18, 2021, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-43-1, ISSN 2683-4510
Sažetak:
Imidž maloprodajnog branda i cjenovni imidž maloprodavača od značajne su važnosti za postizanje
konkurentske prednosti i dugotrajno jačanje cjelokupnog imidža. Slogani maloprodavača trebali
bi odražavati njihovu sveukupnu strategiju te olakšati i učvrstiti željeno pozicioniranje u svijesti kupaca,
tj. potrošača. Rad proučava maloprodavače pretežito prehrambenim proizvodima, tj. visoko obrtajnim
proizvodima. Maloprodavačima koji prodaju proizvode različitih brandova teže je upravljati i kontrolirati
pozicioniranje vlastitog branda, a u tome značajnu ulogu ima i cjenovni imidž. Cilj rada je istražiti i
usporediti percepciju potrošača o sloganima maloprodavača i njihovom cjenovnom imidžu. Provedeno je
primarno istraživanje čiji su ispitanici bile osobe koje sudjeluju u kupovini namirnica za svoje kućanstvo,
a obuhvaćeno je vodećih pet maloprodavača na hrvatskom tržištu. Rezultati istraživanja pokazali su kako
slogan maloprodavača može imati važnu ulogu u uspješnom upravljanju cjenovnim imidžem. Zabilježena
je usklađenost percepcije cjenovnog imidža maloprodavača od strane ispitanika s asocijacijama njhovih
slogana na razinu cijena. Konačno, zaključuje se kako usklađenost svih elemenata maloprodajnog marketinškog
spleta olakšava i učvršćuje željeno pozicioniranje u svijesti potrošača, pa tako i cjenovnog imidža.
Ključne riječi:
Maloprodajni brand, Percepcija potrošača, Slogan, Cjenovni imidž.
Abstract:
The image of the retail brand and the price image of the retailer are of significant importance
for achieving a competitive advantage and long-term strengthening of the overall image. Retailers’ slogans
should reflect their overall strategy and facilitate and consolidate the desired positioning in the minds of
customers, ie consumers. The paper studies retailers with predominantly food products, i.e., high-turnover
products. Retailers who sell products of different brands find it more difficult to manage and control the
positioning of their brand, and the price image also plays a significant role in this. This paper aims to investigate
and compare consumer perception of retailers’ slogans and their price image. A primary survey
was conducted with persons participating in the purchase of groceries for their household and included
the top five retailers in the Croatian market. The results showed that the slogan of retailers can play an
important role in the successful management of the price image. The compliance of the perception of the
price image of retailers by the respondents with the associations of their slogans to the price level was
noted. Finally, it is concluded that the harmonization of all elements of the retail marketing mix facilitates
and strengthens the desired positioning in the minds of consumers, and thus the price image.
Keywords:
Retail brand, Consumer perception, Slogan, Price image.
REFERENCES
Ailawadi, K. L. & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and
research priorities. Journal of Retailing, 80(4), 331-342.
Baird, N. (2016). 4 Ways Retailers Can Save Their Stores. Dostupno na: https://www.forbes.
com/sites/nikkibaird/2016/07/19/how-retailers-can-fix-stores/#4cceb13b7d6f [pristupljeno: 30 prosinca 2018]
Burt, S. & Davies, K. (2010). From the retail brand to the retail-er as a brand: Themes and issues
in retail branding research. International Journal of Retail and Distribution Management,
38(11), p. 865-878.
Chernev, A. (2017). Strategic brand management. Cerebellum Press.
Green, M., Ross, S. & Souter, A. (2018). From something for everyone to everything for someone.
Dostupno na: https://www.accenture.com/t20181211T191939Z__w__/us-en/_acnmedia/
Accenture/Conversion-Assets/Secure/pdf-no-index-2/Accenture-Retail-Analytics-
POV.pdf#zoom=50 [pristupljeno: 17. siječnja 2019].
Gunnarsson, J. (2015). Retailer Price Image. An Introduction and Literature Review, SSE Working
Paper Series in Business Administration.
Guyt, J. & Gijsbrechts, E. (2018). On consumer choice patterns and the net impact of feature
promotions. International Journal of Research in Marketing.
Iacobucci, D. (2016) Marketing Management, ffth ed. Cengage Learning, Boston, MA.
Kumar, V., Anand, A. & Song, H. (2017). Future of retailer profitability: An organizing framework.
Journal of Retailing, 93(1), 96-119.
Lacoeuilhe, J., Louis, D. i Lombart, C. (2018). Contribution of terroir store brands to retailers’
legitimacy and CSR and price images. Recherche et Applications en Marketing (English
Edition), 33(4), 74-91.
Latif, W. B., Islam, M. A. & Noor, I.B.M. (2014). Conceptual framework of brand image: A case
study of a developing country. International Business Management, 8(6), 378-383.
Mathews-Lefebvre, C. & Dubois, P. L. (2013). Retail branding as a value creation process: managerial
and research priorities. Journal of Product & Brand Management, 22(5/6), 384-
392.
Ofir, C., Raghubir, P., Brosh, G., Monroe, K.B. i Heiman, A. (2008). Memory Based Store Price
Judgments: The Role of Knowledge and Shopping Experience. Journal of Retailing, 84
(4), 414-423.
Prediger, M., Huertas-Garcia, R., & Gázquez-Abad, J. C. (2019). Store flyer design and the intentions
to visit the store and buy: The moderating role of perceived variety and perceived
store image. Journal of Retailing and Consumer Services, 51, 202-211.
Simon H. & Fassnacht M. (2019) Price Management for Retailers. In: Price Management. Springer,
Cham. https://doi.org/10.1007/978-3-319-99456-7_13
Segetlija, Z. & Dujak, D. (2013). Retail Brands in the Processes of Retail Concentration.
23rd CROMAR Congress, Congress Proceedings, In Marketing in a Dynamic Environment-
Academic and Practical Insights, str. 442 – 453.
Smigielska, G., & Stefanska, M. (2017). Innovative positioning as a marketing tool of retailers
on the food market. Entrepreneurial Business and Economics Review, 5(1), 77.
Standish, J. (2018). Do you know your customers? Dostupno na: https://www.accenture.com/
us-en/insights/retail/do-you-know-your-consumers [pristupljeno: 4. siječnja 2019].
Tamulienė, V., Rašimaitė, A., & Jezerskė, Ž. (2020). Integrated marketing communications as a
tool for building strong retail chain brand loyalty: case of Lithuania. Innovative marketing,
16(4), 37-47.