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master's thesis
Utjecaj zemlje podrijetla na percepciju trgovačke marke i branda
Diplomski rad
2019. urn:nbn:hr:145:648524
Mitrović, Tea
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Mitrović, T. (2019). Utjecaj zemlje podrijetla na percepciju trgovačke marke i 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:145:648524

Mitrović, Tea. "Utjecaj zemlje podrijetla na percepciju trgovačke marke i branda : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:648524

Mitrović, Tea. "Utjecaj zemlje podrijetla na percepciju trgovačke marke i branda : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:648524

Mitrović, T. (2019). 'Utjecaj zemlje podrijetla na percepciju trgovačke marke i branda : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 17 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:648524

Mitrović T. Utjecaj zemlje podrijetla na percepciju trgovačke marke i branda : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 November 17] Available at: https://urn.nsk.hr/urn:nbn:hr:145:648524

T. Mitrović, "Utjecaj zemlje podrijetla na percepciju trgovačke marke i branda : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:648524

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Metadata
TitleUtjecaj zemlje podrijetla na percepciju trgovačke marke i branda : Diplomski rad
Title (english)The influence of country of origin on brand and brand perception : Graduate paper
AuthorTea Mitrović
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 country2019-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog rada u prvom planu je otkrivanje utjecaja zemlje podrijetla na percepciju trgovačke marke i branda. Kako bismo to uspjeli prvo je potrebno izučiti teorijski dio o samom pojmu određenja marke, zatim ući dublje u tu tematiku te raspraviti o obilježjima marke, ulozi marke, njenim elementima te načinu na koji se upravlja markom. Važno obilježje marke je i lojalnost kupaca prema istima, a proizvođači to postižu upravo dodavanjem vrijednosti svojim proizvodima kao i, nikad potrebnijoj, diferencijaciji proizvoda. Raspravlja se i o brandu, pojmovna se određuje te se otkriva što je sve potrebno kako bi se izgradio dobar brand, a ispituje se i percepcija potrošača o određenim brandovima. Raspravit će se i o trgovačkim, odnosno, privatnim markama. U radu su opisani ciljevi trgovačkih maraka i diferencijacija trgovačkih maraka kao i o njihovom upravljanju i pozicioniranju. Dio rada posvećenje empirijskom istraživanju o mišljenju i stavovima kupaca. Empirijski dio očitovan je kroz provedenu on-line anketu koja je obuhvatila 180 ispitanika koji su odabrani temeljem slučajnog uzorka jer je anketu rješavao tko je htio i mogao. Dobiveni rezultati su interpretirani te se pokušava otkriti poveznica između spremnosti kupnje nekog proizvoda u odnosu na njegovu zemlju podrijetla i samog odabira ispitanika između proizvoda svakodnevne potrošnje.
Abstract (english)
The purpose of this paper is to identify; the influence of the country of origin on the perception of the private label and brand. In order to do this, we first need to study the theoretical part about the very concept of label definition, then delve deeper into this topic and discuss the characteristics of the label, the role of the label, it's elements and the way in which the labels are managed. An important feature of the label is customer loyalty to them, and manufacturers achieve this by adding value to their products as well as, much needed, product differentiation. The brand is also discussed, conceptually determined, and what is important to build a good brand is revealed, consumer perceptions of particular brands are a/so examined. Trademarks or private brands will a/so be discussed. The paper describes the goals of trademarks and brand differentiation, as well as their management and positioning. Part of the paper is devoted to empirical research on customer opinions and attitudes. The empirical part was manifested through an online survey that included 180 respondents who were selected on the basis of a random sample, because the survey was handled out to everyone who wanted and could do it. The obtained results have been interpreted and an attempt is made to find a link between the willingness to buy a product in relation to it's country of origin and the choice of respondents among everyday consumption products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:648524
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Trade and logistics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originReformatted digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-05-19 09:00:54