Uloga zadovoljstva markom, povezanosti s markom i lojalnosti marki u sklonosti potrošača zagovaranju luksuzne marke

master's thesis

• Title (english): The role of brand satisfaction, brand attachment and brand loyalty on brand advocacy for luxury brands
• Author: Antonela Korać
• Mentor: Sandra Horvat (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U protekla dva desetljeća luksuzne marke zanimljiva su tema u znanstvenim i stručnim krugovima, posebno s rastom značaja mladih potrošača koji su ključ budućeg rasta luksuznih marki. Dok ne postoji jasna i u literaturi općeprihvaćena definicija luksuznih marki, oko ključnih obilježja autori se uglavnom slažu i naglašavaju emocionalnu vezu između potrošača i marke kao ključno obilježje luksuznih marki. Osim toga, luksuzne marke moraju stvarati asocijacije na visoke razine kvalitete, cijene, rijetkosti, izvanrednosti i simbolizma. Za luksuzne marke, od velikog su značaja zagovaratelji marke koji ne samo da smanjuju tvrtkama marketinške troškove, već jačaju imidž i vrijednost marke kroz svoj angažman vezan uz marku. Kao takvo, zagovaranje marke predstavlja ekstremni oblik lojalnosti. Preduvjet lojalnosti marki je zadovoljstvo markom, a lojalni će postati i potrošači koji su emocionalno vezani uz marku. Provedeno istraživanje na namjernom prigodnom uzorku od 125 ispitanika u velikoj mjeri potvrdilo je zaključke prethodnih istraživanja o pozitivnoj vezi između zadovoljstva markom, povezanosti s markom i lojalnosti marki te njihovom pozitivnom utjecaju na sklonost potrošača da zagovaraju luksuznu marku. Istraživanje se temeljilo na luksuznim modnim markama i ukazalo je na važnost zadovoljstva markom kao vodećeg pokretača potrošačeva zagovarateljskog ponašanja.

Abstract (english)

In the past two decades, luxury brands have been an interesting topic in scientific and professional circles, especially with the growing importance of young consumers who are the key to future growth of luxury brands. While there is no clear and generally accepted definition of luxury brands in the literature, the authors agree that the emotional connection between the consumer and the brand is a key feature of luxury brands. In addition, luxury brands must create associations to high levels of quality, price, rarity, excellence and symbolism. Brand advocates who not only reduce marketing and promotion costs for companies, but also strengthen the brand image and value through their brand-related engagement, are of great importance for luxury brands. As such, brand advocacy is an extreme form of loyalty. Prerequisite for brand loyalty is satisfaction with the brand, and consumers who are emotionally attached to the brand will also become loyal. A survey conducted on a convenience sample of 125 respondents largely confirmed the conclusions of previous research on the positive interrelationship of brand satisfaction, brand attachment and brand loyalty and their positive impact on consumer propensity to advocate a luxury brand. The research was based on luxury fashion brands and pointed out the importance of brand satisfaction as the leading driver of consumer advocacy behavior.

• Keywords: luksuzne marke; zagovaranje marke; zagovaratelji marke; zadovoljstvo markom; povezanost s markom; lojalnost marki
• Keywords (english): luxury brands; brand advocacy; brand advocates; brand satisfaction; brand attachment; brand loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:644921
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-22 20:32:57