Collective marks, as means of labelling are trademarks owned by organizations or associations. The holders use collective marks to identify their own product or service with a certain characteristic (e.g., a selected level of quality, specific designation of origin or other feature). The purpose of collective marks is to inform consumers about a certain feature of the product. There are around 40 different marks present on the market in Slovenia, and precisely because of their mushrooming, information whether consumers know them, how much they trust them and whether they influence their purchase decision, is very useful. In this thesis, we investigated the recognisability of seven collective labels on the basis of representative sample of the residents in Slovenia (n = 303). We studied how the influence of recognisability on trust towards a collective mark differs across them as well as how the influence of trust on purchase decision varies between different collective marks. We found that the recognition of collective marks is quite high among consumers in Slovenia. High recognisability was shown to be an important determinant of trust in the collective label, as a statistically significant influence of recognisability on trust was found only for those labels that were recognized among consumers. The influence of trust on the probability of a change in purchase decision was even more pronounced in log-linear models, as it was a statistically significant predictor for five of the seven investigated collective labels. We also found that consumers who trust a collective mark are willing to pay a (higher) premium price for a product with a collective label.
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