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master's thesis
Uloga branda u stvaranju lojalnosti potrošača
Diplomski rad
2024. urn:nbn:hr:145:827593
Drenjančević, Mia
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Drenjančević, M. (2024). Uloga branda u stvaranju lojalnosti potrošača : 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:145:827593

Drenjančević, Mia. "Uloga branda u stvaranju lojalnosti potrošača : 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:145:827593

Drenjančević, Mia. "Uloga branda u stvaranju lojalnosti potrošača : 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:145:827593

Drenjančević, M. (2024). 'Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:827593

Drenjančević M. Uloga branda u stvaranju lojalnosti potrošača : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:827593

M. Drenjančević, "Uloga branda u stvaranju lojalnosti potrošača : 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:145:827593

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Metadata
TitleUloga branda u stvaranju lojalnosti potrošača : Diplomski rad
Title (english)The role of the brand in creating consumer loyalty : Graduate paper
AuthorMia Drenjančević
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 country2024-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
S ciljem razumijevanja kako brandovi mogu učinkovito privući i zadržati vjerne kupce, analizira se uloga branda u izgradnji lojalnosti potrošača. Teorijski dio rada obuhvaća pregled ključnih pojmova vezanih uz brandiranje, percepciju potrošača i psihološke čimbenike koji utječu na lojalnost. Svrha rada je identificirati ključne čimbenike koji potiču potrošačevu sklonost da ostanu odani brandu te pružiti smjernice za strateško upravljanje brandom kroz primjere uspješnih brandova, kako bi se... More povećao njegov utjecaj na lojalnost. Korištena metodologija uključuje kvalitativna istraživanja i kvantitativno istraživanje provedeno putem ankete, s ciljem ispitivanja povezanosti između različitih stavki snage branda i razine lojalnosti potrošača. Rezultati istraživanja pokazali su da potrošači koji doživljavaju brand kao kvalitetan i pouzdan imaju veću vjerojatnost da će ostati vjerni tom brandu. Također, emocionalna povezanost i prepoznatljivost branda identificirani su kao ključni faktori u izgradnji dugoročne lojalnosti. Zaključeno je da je izgradnja lojalnosti složen proces koji zahtijeva stalna ulaganja u brand, njegovu održivost i prilagodbu stalnim promjenama na tržištu, koje su danas izraženije nego ikada prije. Ovaj rad može biti koristan studentima marketinga i menadžmenta poduzeća kao primjer istraživačkog pristupa i analize u izgradnji lojalnosti potrošača, te kao vodič za razumijevanje ključnih čimbenika uspješnog brandiranja, ali i svima koji se bave istraživanjem potrošačkog ponašanja. Less
Abstract (english)
With the aim of understanding how brands can effectively attract and retain loyal customers, the role of the brand in building consumer loyalty is being analysed. The theoretical part of the work includes an overview of key concepts related to branding, consumer perception and psychological factors that influence loyalty. The purpose of the work is to identify the key factors that encourage the consumer's tendency to remain loyal to the brand and to provide guidelines for strategic brand... More management through examples of successful brands, in order to increase its impact on loyalty. The methodology used includes qualitative and quantitative research conducted through surveys, with the aim of examining the relationship between different factors of brand strength and the level of consumer loyalty. The results of the research showed that consumers who perceive a brand that is high-quality and reliable are more likely to remain loyal to that brand. Also, emotional connection and brand recognition have been identified as key factors in building long-term loyalty. It was concluded that building loyalty is a complex process that requires constant investments in the brand, its sustainability and adaptation to constant changes in the market, which are more pronounced today than ever before. This work can be useful for marketing and management students as an example of a research approach and analysis in building consumer loyalty, and as a guide for understanding the key factors of successful branding, as well as for everyone who is engaged in consumer behaviour research. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:827593
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 on2025-01-21 11:27:25
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