• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
JOEBM 2019 Vol.7(4): 152-156 ISSN: 2301-3567
DOI: 10.18178/joebm.2019.7.4.598

Customer Satisfaction of the Co-branded Food Products on Croatian Market

Berislav Andrlic, Anton Devcic, and Mario Hak

Abstract—This scientific paper describes the marketing impact of co-branding and customer satisfaction on the food market due to it's rapid changing and internal and external marketing environment. New ways of branding strategies and new model of consumer behavior give rise to new or existing branded food products on the market. Term co-branding is most commonly found in food market as these type of business often face economic problems operating in certain times or seasons hence they need the assistance of other services to make their operating costs relevant. The typical co-branding agreement involves two or more companies acting in cooperation to associate any of various logos, color schemes, or brand identifiers to a specific product that is contractually designated for this purpose.In order to examine this scientific problem the following methods were used: analysis, synthesis, induction, deduction and primary survey research on case study in Croatia. Results showed that co-branded food products improved marketing perception of quality and satisfaction of consumers on the Croatian market.

Index Terms—Food, product, satisfaction, market.

Berislav Andrlic is with Polytechnic in Pozega, Croatia (e-mail: bandrlic@gmail.com). Anton Devcic is with Slavonia County Development Agency, Croatia (e-mail: anton.devcic@gmail.com). Mario Hak is with Tax Office Pozega, Croatia (e-mail: hak.mario@gmail.com).


Cite:Berislav Andrlic, Anton Devcic, and Mario Hak, "Customer Satisfaction of the Co-branded Food Products on Croatian Market," Journal of Economics, Business and Management vol. 7, no. 4, pp. 152-156, 2019.

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