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master's thesis
ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA
Diplomski rad
2023. urn:nbn:hr:145:349146
Čamić, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Čamić, I. (2023). ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:349146

Čamić, Ivana. "ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:349146

Čamić, Ivana. "ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:349146

Čamić, I. (2023). 'ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:349146

Čamić I. ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 November 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:349146

I. Čamić, "ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:349146

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Metadata
TitleULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad
Title (english)THE ROLE OF THE BRAND IN CREATING CONSUMER LOYALTY : Graduate paper
AuthorIvana Čamić
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svako poduzeće teži izgradnji prepoznatljivog i kvalitetnog branda koji će zadržati svoju prisutnost na tržištu tijekom vremena. Izgradnja branda složen je i dugotrajan proces u kojem sudjeluje velik broj ljudi i potrebno je mnogo vremena kako bi brand postao prepoznatljiv na tržištu i cijenjen od strane potrošača. Brand ima sposobnost izgradnje prepoznatljivog identiteta i emocionalne veze s potrošačima, što rezultira dugotrajnim lojalnim odnosima i čestim ponovljenim kupnjama. Brand ne prodaje samo proizvod već stvara i jedinstven odnos s potrošačima. Kroz odnos s potrošačima, odnosno njihovu lojalnost, poduzeće ima jasan uvid o svom položaju na tržištu i jačini branda. Istraživačka tvrtka Brand Directory objavila je izvješće u kojem se Apple smatra najvrednijim svjetskim brandom u 2022. godini te navodi kako jevrijednost branda porasla za impresivnih 35% u odnosu na 2021. godinu. Apple je uspio izgraditi snažan i odan temelj potrošača kroz dosljednost u dizajnu, tehnološku inovaciju i emocionalnu povezanost s korisnicima. Na temelju navedenog postao je sinonim za kvalitetu i pouzdanost među potrošačima.Iz tog razloga, u radu će biti obrađeno istraživanje utjecaja branda Apple na lojalnost potrošača.
Abstract (english)
Every company strives to build a recognizable and high-quality brand that will maintain its presence on the market over time. Building a brand is a complex and long-term process in which a large number of people participate, and it takes a long time for the brand to become recognizable on the market and appreciated by consumers. A brand has the ability to build a recognizable identity and emotional connection with consumers, resulting in long-term loyal relationships and frequent repeat purchases. A brand not only sells a product, but also creates a unique relationship with consumers. Through the relationship with consumers, i.e. their loyalty, the company has a clear insight into its position on the market and the strength of the brand. The research company Brand Directory published a report in which Apple is considered the most valuable global brand in 2022 and states that the value of the brand increased by an impressive 35% compared to 2021. Apple has been able to build a strong and loyal consumer base through consistency in design, technological innovation and an emotional connection with users. On the basis of the above, it has become a synonym for quality and reliability among consumers. For this reason, the paper will deal with research on the impact of the Apple brand on consumer loyalty.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:349146
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-21 14:49:02