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master's thesis
Uloga digitalnog marketinga u stvaranju vrijednosti branda
Diplomski rad
2024. urn:nbn:hr:145:265568
Marošičević, Iva-Maria
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Marošičević, I. M. (2024). Uloga digitalnog marketinga u stvaranju vrijednosti branda : 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:145:265568

Marošičević, Iva Maria. "Uloga digitalnog marketinga u stvaranju vrijednosti branda : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:265568

Marošičević, Iva Maria. "Uloga digitalnog marketinga u stvaranju vrijednosti branda : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:265568

Marošičević, I. M. (2024). 'Uloga digitalnog marketinga u stvaranju vrijednosti branda : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:265568

Marošičević IM. Uloga digitalnog marketinga u stvaranju vrijednosti branda : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:265568

I. M. Marošičević, "Uloga digitalnog marketinga u stvaranju vrijednosti branda : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:265568

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Metadata
TitleUloga digitalnog marketinga u stvaranju vrijednosti branda : Diplomski rad
Title (english)The role of digital marketing in creating brand value : Graduate paper
AuthorIva-Maria Marošičević
MentorMladen Pancić (mentor)
Committee memberHelena Štimac (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2024-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom diplomskom radu istražuje se utjecaj digitalnog marketinga na stvaranje vrijednosti branda koristeći primjer globalnog branda tenisica i sportske odjeće – Nike. U teorijskom dijelu rada objasnit će se pojmovi marke, branda i branding koji će pružiti okvir za razumijevanje razvoja strategije brandiranja i njegove svrhe u poslovanju. Zatim će se objasniti pojam digitalnog marketinga te njegovi oblici uključujući marketing na pretraživačima, marketing društvenih mreža, mobilni marketing i drugi. U praktičnom dijelu rada fokus je na digitalnoj marketinškoj strategiji Nike-a, u kojem je analizirano na koji način navedeni brand koristi različite marketinške oblike kako bi izgradio specifičnu sliku sebe. Na kraju, analizirano je provedeno istraživanje o utjecaju digitalnog marketinga brandova na percepciju potrošača, da bi se došlo do zaključka kako spomenute marketinške aktivnosti doprinose stvaranju vrijednosti s potrošačke strane.
Abstract (english)
This paper explores the impact of digital marketing on brand value creation, with a focus on the brand Nike. In the first part of the thesis, the difference between a trademark and a brand will be explained, along with what they represent, providing an understanding of branding that will offer a framework for comprehending these concepts and their purpose in business. In the second part of the thesis, the concept of digital marketing and its forms will be explained, including search engine marketing, social media marketing, mobile marketing, and others. The third part of the thesis focuses on Nike's digital marketing strategy, analyzing how the brand utilizes various marketing forms to build a specific brand image. Finally, research on the impact of brands' digital marketing on consumer perception will be analyzed, concluding how these marketing activities contribute to the creation of value from the consumer's perspective.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:265568
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 on2025-01-07 09:26:14