prikaz prve stranice dokumenta Utjecaj branda na poticanje impulzivne kupovine
  Download
PDF 2.08 MB
master's thesis
Utjecaj branda na poticanje impulzivne kupovine
Diplomski rad
2024. urn:nbn:hr:145:481890
Bijedić, Ira
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Bijedić, I. (2024). Utjecaj branda na poticanje impulzivne kupovine : 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:145:481890

Bijedić, Ira. "Utjecaj branda na poticanje impulzivne kupovine : 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:145:481890

Bijedić, Ira. "Utjecaj branda na poticanje impulzivne kupovine : 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:145:481890

Bijedić, I. (2024). 'Utjecaj branda na poticanje impulzivne kupovine : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:481890

Bijedić I. Utjecaj branda na poticanje impulzivne kupovine : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 February 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:481890

I. Bijedić, "Utjecaj branda na poticanje impulzivne kupovine : 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:145:481890

Please login to the repository to save this object to your list.
Metadata
TitleUtjecaj branda na poticanje impulzivne kupovine : Diplomski rad
Title (english)The influence of brand on stimulating impulse buying : Graduate paper
AuthorIra Bijedić
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
(Chair of Marketing)
Osijek
Defense date and country2024-07-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad istražuje i proučava utjecaj branda na poticanje impulzivne kupovine kod potrošača. Impulzivna kupovina predstavlja izuzetno važan dio u potrošačevom procesu donošenja odluke o kupovini. Istraživanjem utjecaja impulzivne kupovine, dovelo je do razumijevanja potrošačeva ponašanja. Kroz razne teorijske i empirijske studije, radom se istražuje kako brand pomoću svojih karakteristika poput percepcije kvalitete i emocionalnog brandinga utječe na impulzivnu kupovinu. Nadalje, istraživanjem se utvrđuje uloga marketinga i strategija poput promocija kampanja i sličnih u poticanju same kupovine. Kroz primjenu ovih teorijskih okvira i analiza ovaj rad pruža detaljnije razumijevanje veze između impulzivne kupovine i branda te upozorava na važnost marketinških strategija te njihovu prilagodbu kako bi se poboljšao prodajni ciklus branda te potaknula impulzivna kupovina.
Abstract (english)
This paper investigates and studies the influence of the brand on encouraging impulse buying in consumers. Impulsive buying is an extremely important part of the consumer's decision-making process. By researching the impact of impulse buying, it has led to an understanding of consumer behavior. Through various theoretical and empirical studies, the work investigates how the brand influences impulsive buying by means of its characteristics such as quality perception and emotional branding Furthermore, the research determines everything about the role of marketing and strategies such as promotion campaigns and the like in encouraging the purchase itself. Through the application of these theoretical frameworks and analysis, this paper provides a more detailed understanding of the connection between impulse buying and the brand and warns of the importance of marketing strategies and their adaptation in order to improve the brand's sales cycle and encourage impulse buying.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:481890
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 on2025-01-16 14:34:42