Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona

master's thesis

• Title (english): Loyalty of generation Z members to premium brands when purchasing mobile phones
• Author: Dora Frühwirth
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Tanja Komarac (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-04-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad sustavno analizira koncepte lojalnosti marki i ponašanja generacije Z pri odabiru mobilnog telefona, istražujući ulogu premijskih marki, posebno marke Apple, i emocionalne lojalnosti. Kroz kvantitativno anketno istraživanje na uzorku od 120 ispitanika pripadnika generacije Z u Hrvatskoj potvrđene su pretpostavke o povezanosti marke Apple s osobnošću, sofisticiranosti i uloge osobnosti marke na lojalnost. Kvaliteta kamere pokazala se ključnom pri odabiru mobilnog telefona za pripadnike generacije Z. Ustanovljene su i prikazane razlike u ostalim kriterijima za odabir između korisnika Apple i Android mobilnih telefona. Visoka razina lojalnosti marki Apple potvrđena je razinom zastupljenosti u uzorku, dugotrajnom upotrebom, preferencijama pri kupovini i visokim postotkom preporuka.

Abstract (english)

The paper systematically analyzes the concepts of brand loyalty and Generation Z behavior in choosing a mobile phone, investigating the role of premium brands, especially the Apple brand, and emotional loyalty. Through quantitative survey research on a sample of 120 Generation Z respondents in Croatia, assumptions about the association of the Apple brand with personality, sophistication, and the role of brand personality in loyalty were confirmed. The camera quality proved to be crucial in choosing a mobile phone for Generation Z members. Differences in other selection criteria between Apple and Android mobile phone users were also identified and presented. The high level of brand loyalty to Apple was confirmed by its representation in the sample, prolonged usage, purchase preferences, and a high percentage of recommendations.

• Keywords: lojalnost marki; generacija Z; premijska marka; marka mobilnog telefona
• Keywords (english): brand loyalty; gen Z; premium brand; mobile phone brand
• Language: croatian
• URN:NBN: urn:nbn:hr:148:091889
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-04-18 08:16:30