Utjecaj izloženosti kampanji marketinga općeg dobra na percipiranu osobnost korporativne marke

master's thesis

• Title (english): The impact of exposure to a cause-related marketing campaign on the perception of corporate brand's personality
• Author: Monika Lauš
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-03-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Globalizacija, homogenizacija proizvoda, otežano postizanje uvjerljive proizvodne diferencijacije
i konkurentske prednosti primoralo je poduzeća da se, umjesto na pozicioniranje isključivo svojih
proizvoda, fokusiraju na izgradnju korporativne marke i njezine osobnosti. Osobnost
korporativne marke predstavlja ono što poduzeće jest, korporativne vrijednosti koje njeguje i
način na koji se predstavlja potrošačima. Svakim svojim postupkom poduzeće može graditi
osobnost, pa tako i aktivnostima društveno odgovornog poslovanja. Potrošači, investitori i ostale
interesne skupine imaju sve veća očekivanja od poduzeća, a između ostalog se to očituje i u
očekivanju da poduzeće svojim djelovanjem promiče društvenu dobrobit. Kao jedna od aktivnosti
društveno odgovornog poslovanja pojavljuje se i marketing općeg dobra, pri čemu poduzeće
potpomaže određeni društveni cilj doniranjem definiranog postotka od prihoda od prodaje.
Cilj ovoga diplomskog rada je istražiti kakav utjecaj kampanje marketinga općeg dobra imaju na
potrošačevu percepciju osobnosti marke. U tu svrhu provedeno je primarno istraživanje u obliku
anketnog upitnika. Od ispitanika je zatraženo da prije i nakon izloženosti kampanji marketinga
općeg dobra ocijene osobnost marki Konzum i Dukat, temeljem skale sastavljene od 42 atributa
osobnosti koju predlaže J. L. Aaker. Temeljem dobivenih rezultata, a sukladno radu J. L Aaker,
formirane su dimenzije kojima ispitanici opisuju osobnost navedenih marki. Potom je napravljena
usporedba atributa i dimenzija izlučenih prije i nakon izloženosti kampanji, kako bi se utvrdio
eventualni utjecaj kampanje marketinga općeg dobra na percepciju osobnosti marke.

Abstract (english)

Due to globalization, product homogenization, difficulty to achieve convincing product
differentiation and competitive advantage companies are forced to focus on building corporate
brand and its personality instead of focusing only on their products. The personality of a
corporate brand defines what a company stands for, the corporate values it nurtures, and the
way it presents itself to consumers. With each action the company can build its personality,
including corporate social responsibility acitivites. Consumers, investors and other interest
groups have growing expectations of companies. Among other things, it is expected of company
to promote social welfare through its actions. An example of corporate social responsibility are
cause-related marketing activities. With such activities company supports a certain social goal by
donating a defined percentage of sales revenue.
This paper aims to investigate the impact of cause-related marketing campaigns on consumer
perception of brand personality. For this purpose, a primary research was conducted in a form
of survey. Respondents were asked to evaluate the personalities of corporate brands Konzum
and Dukat before and after exposure to a cause-related marketing campaign. For that purpose,
the scale consisting of 42 personality attributes, proposed by J. L. Aaker, was used. In accordance
with the work of J. L. Aaker, the results were grouped in dimensions which explain personalities
of these two brands. After that, attributes and dimensions which were extracted before and after
the exposure to campaign were compared, in order to determine if cause-related marketing
campaigns had an impact on the perception of corporate brands' personalities.

• Keywords: osobnost marke; dimenzije osobnosti marke; korporativna marka; društvena odgovornost poduzeća; marketing općeg dobra
• Keywords (english): brand personality; brand personality dimensions; corporate brand; corporate social responsibility; cause-related marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:773388
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-03-07 18:54:51