LJUBAV PREMA MARKI KAO DETERMINANTA NAMJERE PONAŠANJA POTROŠAČA U MODNOJ INDUSTRIJI

master's thesis

• Title (english): BRAND LOVE AS A DETERMINANT OF CONSUMER BEHAVIOUR IN THE FASHION INDUSTRY
• Author: Nikolina Bazina
• Mentor: Sandra Horvat (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme kada je konkurencija i borba na trţištu sve veća, za poduzeća je ključno stvoriti emocionalnu povezanost s markom. Kako bi se mogla stvoriti ta povezanost, potrebno je razumjeti kako potrošači doţivljavaju ljubav prema marki koja je postala jedan od popularnijih koncepata u marketinškoj literaturi. Diplomski rad istraţuje ljubav prema marki kao determinantu namjera ponašanja potrošača i to kroz aspekte lojalnosti prema marki, pozitivne usmene predaje, otpora negativnim informacijama o marki, spremnosti na plaćanje više cijene za marku, spremnosti dijeljenja osobnih informacija s markom te aktivnog angaţmana vezanog za marku. Shodno tome, cilj rada je istraţiti ulogu koncepta ljubavi prema marki u namjeri ponašanja potrošača u modnoj industriji, budući su prijašnja istraţivanja ukazala na veću povezanost izmeĎu marke i potrošača kod kategorija proizvoda simboličke vrijednosti kao što su odjevni predmeti. Podaci su prikupljeni iz primarnih i sekundarnih izvora, a samo kvantitativno istraţivanje provedeno je pomoću anketnog upitnika kojeg je ispunilo 160 ispitanika. Rezultati istraţivanja ukazali su na vaţnu ulogu ljubavi prema marki kao determinanti namjera ponašanja potrošača i to kod gotovo svih aspekta osim kod spremnosti dijeljenja osobnih informacija. Najveća uloga ljubavi prema marki je zabiljeţena u segmentu stava ispitanika otporu prema negativnim informacijama te stava ispitanika o aktivnom angaţmanu vezanom uz marku. Pri tome, ukazalo se i na odreĎene demografske razlike potrošača u konceptu ljubavi prema marki poput intenzivnijeg praćenja mode kod mlaĎih osoba i obrazovanijih ţena, odnosno posjećivanja web stranica odabrane marke kod mladih osoba.

Abstract (english)

Nowadays, when the competition and struggle in the market is increasing, creating an emotional connection with the brand is crucial for companies. In order to be able to create this connection, it is necessary to understand how consumers experience brand love, which has become increasingly popular concept in marketing literature. The thesis investigates brand love as a determinant of consumer behavioral intentions through the aspects of brand loyalty, positive word of mouth, resistance to negative information about the brand, willingness to pay a higher price for the brand, willingness to share personal information with the brand, and active engagement related to the brand. Consequently, the aim of the paper was to investigate the role of the concept of brand love on consumer behavioral intentions in the fashion industry since previous research indicated a greater connection between the brand and the consumer in product categories of symbolic value such as fashion. The data was collected from primary and secondary sources, and the quantitative research itself through a survey questionnaire filled out by 160 respondents. The results of the research indicated an important role of brand love as a determinant of consumer behavior intentions in almost all aspects except the willingness to share personal information. The most important role of brand love was observed in the segment of the respondent's attitude towards resistance to negative information and the respondent's attitude towards active engagement related to the brand. At the same time, certain demographic differences in the context of brand love were pointed out, such as more intensive interest for fashion among younger people and more educated women, i.e. visiting the web pages of the selected brand among young people.

• Keywords: ljubav prema marki; namjere ponašanja potrošača; modna industrija
• Keywords (english): brand love; consumer behavioral intention; fashion industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:929419
• 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 authenticated users
• Created on: 2022-09-30 19:29:00