Consumers pay attention to the country of origin when purchasing imported products and believe that it has a significant impact on the formation of consumer attitude towards branded products. Competition among global smartphone brands is an intense, efficient and effective branding strategy, an important prerequisite for accelerating market growth and gaining a competitive market position. The purpose of this paper is recognized in assessing the impact of country of origin image, perceived quality, brand associations and brand loyalty on the consumer-based brand equity (CBBE) formation process, as exemplified by two global smartphone brands, Samsung and Huawei in Bosnia and Herzegovina. For the purposes of the study, a survey was conducted using a questionnaire on a sample of 315 respondents. The survey results indicate that country of origin image and perceived quality play a more important role in buyers in Bosnia and Herzegovina for Chinese (Huawei) than South Korean (Samsung) smartphones. This suggests that buyers from Bosnia and Herzegovina are paying more attention to the quality of Chinese compared to South Korean smartphones.

Today, the brand is considered to be the most important element of the intangible assets of the company. Thus brand and value within a brand is one of the most important concepts in marketing. The brand equity is the term that represents the added value of products and services, and this value is reflected in everything that consumers think, feel and make in relation to the brand. Recipients of the added value can be consumers or companies. In the global economy, effective brand equity management is of crucial importance in identifying consumer needs and preferences, and satisfying them to overcome consumer expectations, thereby increasing the value of the brand, and thus the value of the company, ensuring market survival and establishing the basis for further growth and development. Strong brands affect business results primarily through the impact on three key stakeholder groups: consumers, employees and investors. The Interbrand method for brand valuation was designed to take into account all three groups of stakeholders. The basics of the model are the following components: the analysis of the financial results of branded products or services, the analysis of the brand's role in purchasing decisions and the competitor's brand strength. The goal of this paper is to identify the elements that most influence the creation and maintenance of brand equity, and analyze the positioning and value of the most successful globally traded brands based on the Interbrand methodology.

Danas se brend smatra najvažnijim elementom neopipljive imovine kompanije. Samim tim brend i vrijednost brenda je jedan od najvažnijih koncepata u marketingu. Vrijednost brenda označava termin koji predstavlja dodatu vrijednost koju imaju proizvodi i usluge, a ta vrijednost se ogleda kroz sve ono što potrošači misle, osjećaju i čine u odnosu na brend. Primaoci te dodate vrijednosti mogu biti potrošači ili kompanije. U globalnoj ekonomiji od ključne je važnosti efektivno upravljanje vrijednošću brenda kroz identifikovanje potreba i preferencija potrošača te njihovo zadovoljavanje na način da se nadmaše očekivanja potrošača čime se uvećava vrijednost brenda, a time i vrijednost kompanije uz osiguravanje opstanka na tržištu i uspostavljanje temelja za dalji rast i razvoj. Snažni brendovi utiču na poslovne rezultate primarno kroz uticaj na tri ključne grupe stejkholdera: potrošače, zaposlene i investitore. Interbrand metod za vrednovanje brenda je dizajnirana kako bi u obzir uzeo sve tri navedene grupe stejkholdera.U osnovi modela su sljedeće komponente: analiza finansijskih rezultata brendiranih proizvoda ili usluga, analiza uloge brenda u odlukama o kupovini i konkurentska snaga brenda. U okviru ovog rada cilj je utvrditi elemente koji najviše utiču na stvaranje i održavanje vrijednosti brenda te analizirati pozicioniranost i vrijednost najuspešnijih globanih brendova na temelju metodologije Interbranda.

Teorija kognitivne disonance od velike je važnosti za naprednije razumijevanjeponašanja potrošača, ali i kod pojačanog interesovanja preduzeća za prepoznavanje,sagledavanje i analiziranje postkupovnog ponašanja potrošača. U radu se istražujufaktori koji utiču na stvaranje kognitivne disonance, naročito kod donošenja odluka okupovini proizvoda i/ili usluga. Takođe, u radu se nastoji definisati problemidentifikovanja određenog spektra vrijednosti, vjerovanja i emocija koji su međusobnonekompatibilni i sa kojima se suočavaju potrošači tokom odlučivanja, te ponuditirješenja za prevazilaženje ovih problema.Cilj rada prepoznaje se u istraživanju uticaja i implikacija kognitivne disonance narazličite aspekte postkupovnog ponašanja potrošača kod kupovine proizvoda i/ili usluga.

The aim of the paper is to analyse the impact of factors that dominantly influence the choice of trade chains with large purchases in Bosnia and Herzegovina in retail trade, mainly food, beverages and household hygiene products. The survey was conducted using the survey questionnaire on a representative sample of 350 respondents in Sarajevo, Banja Luka and Mostar, with the aim of determining the prevailing buying behaviour of consumers during large purchases in Bosnia and Herzegovina, in retail outlets from large retail chains. For the purpose of analysing the collected data, the statistical package of SPSS was used, and in particular the methods: variance analysis (ANOVA) and multivariate variance analysis (MANOVA). On the basis of the obtained results, factors that have the greatest influence on the selection of retail chains in large purchases in Bosnia and Herzegovina at the level of Sarajevo, Banja Luka and Mostar can be determined. The contribution of this research is reflected in the recognition and understanding of the behaviour of consumers in the selection of retail chains in Bosnia and Herzegovina. The correct understanding of the factors that lead consumers in making large purchases is of essential importance for the business of retail chains in Bosnia and Herzegovina.