prikaz prve stranice dokumenta Odnos pripadnika generacije Z prema brandovima
  Download
PDF 1.94 MB
master's thesis
Odnos pripadnika generacije Z prema brandovima
Diplomski rad
2024. urn:nbn:hr:145:821407
Vidinović, Ana Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Vidinović, A. M. (2024). Odnos pripadnika generacije Z prema brandovima : 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:145:821407

Vidinović, Ana Marija. "Odnos pripadnika generacije Z prema brandovima : 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:145:821407

Vidinović, Ana Marija. "Odnos pripadnika generacije Z prema brandovima : 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:145:821407

Vidinović, A. M. (2024). 'Odnos pripadnika generacije Z prema brandovima : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 04 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:821407

Vidinović AM. Odnos pripadnika generacije Z prema brandovima : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 February 04] Available at: https://urn.nsk.hr/urn:nbn:hr:145:821407

A. M. Vidinović, "Odnos pripadnika generacije Z prema brandovima : 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:145:821407

Please login to the repository to save this object to your list.
Metadata
TitleOdnos pripadnika generacije Z prema brandovima : Diplomski rad
Title (english)The attitude of Generation Z members towards brands : Graduate paper
AuthorAna Marija Vidinović
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
Ovaj rad istražuje kako brandiranje utječe na preferencije pripadnika Generacije Z. Uvodni dio rada predstavlja osnovne pojmove i važnost brandiranja u suvremenom poslovnom okruženju. Metodologija rada opisuje istraživačke metode korištene za analizu odnosa između Generacije Z i brandova. U trećem poglavlju detaljno se razmatra povijest branda, njegova definicija, uloga, elementi i vrste, što pruža temelj za razumijevanje složenosti brandiranja. Poglavlje o brandiranju pokriva različite aspekte, uključujući ciljeve, emocionalno i senzorno brandiranje, kao i kulturološke aspekte, ikone branda i lojalnost potrošača. Posebna pažnja posvećena je oglašavanju putem različitih medija. U daljnjem dijelu, rad analizira karakteristike Generacije Z, njihove kupovne navike te usporedbu s prethodnim generacijama. Istraživanje odnosa Generacije Z prema brandovima provodi se kroz analiziranje stavova i testiranja proizvoda, s ciljem utvrđivanja ključnih čimbenika koji utječu na njihove preferencije. Rezultati istraživanja ukazuju na specifične trendove i stavove pripadnika Generacije Z prema brandovima, što ima važne implikacije za marketinške strategije. Zaključak pruža pregled ključnih nalaza i preporuka za brandove koji žele uspješno targetirati ovu generaciju.
Abstract (english)
This paper explores how branding affects the preferences of Generation Z. The introduction provides the basic concepts and importance of branding in the modern business environment. The methodology section describes the research methods used to analyze the relationship between Generation Z and brands. The third chapter thoroughly examines the history of branding, its definition, role, elements, and types, providing a foundation for understanding the complexity of branding. The branding chapter covers various aspects, including objectives, emotional and sensory branding, as well as cultural aspects, brand icons, and consumer loyalty. Special attention is given to advertising through different media. Furthermore, the paper analyzes the characteristics of Generation Z, their purchasing habits, and a comparison with previous generations. The study of Generation Z's relationship with brands is conducted through an analysis of attitudes and product testing, aiming to identify key factors influencing their preferences. The research results highlight specific trends and attitudes of Generation Z towards brands, which have significant implications for marketing strategies. The conclusion provides an overview of key findings and recommendations for brands looking to effectively target this generation.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:821407
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 on2025-02-04 07:24:34