BRAND LOYALTY IN THE TIME OF CRISIS CASE OF VOLKSWAGEN IN BOSNIA AND HERZEGOVINA

BRAND LOYALTY IN THE TIME OF CRISIS CASE OF VOLKSWAGEN IN BOSNIA AND HERZEGOVINA

Dinarevic, Damir

Abstract: In this study the customers’ loyalty of company Volkswagen will be discussed. The issue is very attractive, since the company was facing crisis being accused for software cheats on pollution checkouts. Since they are present in Bosnia and Herzegovina for many years, and some parts were produced on this area, it is suitable that market of Bosnia would be researched to check how strong loyalty of customers is. The survey was created in order to collect data. In three parts of capital city Sarajevo (Sarajevo City Center, Grand Center and Old Town) people were randomly surveyed. Regression analysis was done, where trust in brand was dependent variable. We found that trust in brand is positively related to brand loyalty, discovering that Bosnian customers are loyal to Volkswagen. Studies like this can be done in other countries as well, helping Volkswagen to rebuild trust in customers who were affected by this crisis

Conference or Workshop Item
PeerReviewed

2016

3319