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master's thesis
UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE
Diplomski rad
2022. urn:nbn:hr:145:853550
Živković, Lucija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Živković, L. (2022). UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : 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:145:853550

Živković, Lucija. "UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:853550

Živković, Lucija. "UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:853550

Živković, L. (2022). 'UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:853550

Živković L. UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:853550

L. Živković, "UTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:853550

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Metadata
TitleUTJECAJ ZVUKA NA KORISNIČKO PONAŠANJE : Diplomski rad
Title (english)THE INFLUENCE OF SOUND ON USER BEHAVIOR : Graduate paper
AuthorLucija Živković
MentorDavorin Turkalj (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberMarija Ham (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 country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj diplomskog rada je istražiti i utvrditi koliko uistinu zvuk utječe na korisnika odnosno na njegovo ponašanje. Zvučno brendiranje poznato i kao audio brendiranje, sonic branding, zvučni identitet i brendiranje zvuka je strateško korištenje zvuka u svrhu razlikovanja proizvoda ili usluga, povezivanja i stvaranja povjerenja brenda i potrošača te povećanja prodaje. U suvremenom marketingu postoji mnoštvo pristupa koji imaju za cilj doprijeti do svijesti potrošača. Jedan od njih se pokazao vrlo učinkovit s ostalim elementima brendiranja, a to je zvučno brendiranje. Zvučni potpis nekog brenda može biti jednako prepoznatljiv kao i bilo koja druga komponenta brenda. U radu će se prikazati tehnički aspekti osnove zvuka, njezini elementi, mjesto u ukupnosti marketinških aktivnosti i strategije zvučnog brendiranja te kako ono utječe na percepciju korisnika. Spomenut će se tehnike izrade zvučnog potpisa, prednosti i rizici zvučnog brendiranja te koji su to brendovi koji najbolje koriste zvučno brendiranje. U radu su detaljno analizirani i prikazani rezultati empirijskog istraživanja o utjecaju zvuka na korisnike. Motiv za istraživanje utjecaja zvuka nalazi se u rastućem trendu uvođenja zvuka u oglašavanje, u kojem audio elementi dolaze sve više do izražaja. Uzorak istraživanja sastoji se od 225 ispitanika. Istraživanje je pokazalo da najveći broj ispitanika preferira glazbu koja je u skladu s vizualima i porukama iz oglasa. Nadalje, putem radija i TV oglasa većina ispitanika dolazi svakodnevno u kontakt sa zvučnim potpisima određenih brendova, a najmanje putem fizičkih lokacija i mobilnih aplikacija. Prednost provedenog istraživanja je uvid u prepoznatljivost i postignutu emociju tijekom slušanja zvučnih potpisa određenih brendova bez prisutnih elemenata vizualnog identiteta. Rezultati istraživanja daju uvid u najčešće dodirne točke prilikom slušanja zapisa zvučnih brendova, što je izuzetno važno za kreiranje strategije zvučnog brendiranja. Nedostatak provedenog istraživanja je slučajno prigodan uzorak. Rad bi mogao biti koristan agencijama koje se bave između ostalog zvučnim brendiranjem, ali i studentima i stručnjacima iz područja društvenih znanosti.
Abstract (english)
The main aim of my thesis and research is to find out how much sound really affects user's behaviour. Sound branding, also known as audio branding, sonic branding, audio identity, music branding etc.is using sound to differentiate a product or service, to connect and create trust between consumer and brand and to increase sales. In modern marketing, there are many approaches that aim to reach consumer awareness. One of them has proven to be very effective with other branding elements, and that is sound branding. This thesis will also contain basics of sound, elements and strategies of sound branding and it will be explained how sound influences on the user's perception. Also, it will include a way of how to make a sound logo, pros and cons of sound branding and brands that make the best use of sound branding. There will be a detailed analysis and display of results from empirical research based on sound influence on users. The motive for my research on sound influence can be found in a growing trend of introducing sound the field of advertising, in which audio elements are more and more familiar. Research consists of 225 examinees.This research has shown that most of the examinees prefer music that is in harmony with advert visuals and messages. Moreover, most of the examinees get in touch with brand sounds through radio and TV ads, and least through the physical locations and mobile apps. The advantage of the conducted research is the insight into the recognition and the emotion achieved while listening to the sound signatures of certain brands without a visual identity present. Also, the research showed what are the most common points of contact when listening to recordings of sound brands, which is extremely important during the creation of a sound branding strategy. The disadvantage of the conducted research is the random sample. This thesis could be extremely useful to the agencies who work strictly with sound branding, but it could also be useful to students and experts from different fields of human sciences.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:853550
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-16 16:30:53