Utjecaj poznatih osoba u marketinškoj komunikaciji na percepciju potrošača i namjeru kupnje luksuznih modnih marki

master's thesis

• Title (english): Influence of famous persons in marketing communication on consumer perception and purchase intention of luxury fashion brands
• Author: Mihaela Sičaja
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketinška komunikacija luksuznih modnih marki često se oslanja na utjecaj poznatih osoba, koristeći njihovu prepoznatljivost kako bi oblikovala percepciju potrošača i potaknula namjeru kupnje. Luksuzne modne marke karakteriziraju visoka razina kvalitete, cijena, estetika, jedinstvenost i prestiž, što čini izazov za osmišljavanje marketinške komunikacije.
Ovaj diplomski rad istražuje utjecaj poznatih osoba na percepciju potrošača i namjeru kupnje luksuznih modnih marki. Cilj istraživanja bio je utvrditi u kojoj mjeri poznate osobe mogu privući pozornost, poboljšati percepciju marke i potaknuti namjeru kupnje.
Za potrebe istraživanja provedeno je empirijsko istraživanje putem anketnog upitnika u kojem je sudjelovalo 136 ispitanika. Rezultati istraživanja pokazuju da poznate osobe uspješno privlače pozornost i povećavaju svijest o luksuznim modnim markama, ali nisu primaran razlog pozitivne percepcije i namjere kupnje. Doprinos rada je u razumijevanju učinkovitosti korištenja poznatih osoba u marketinškoj komunikaciji luksuznih modnih marki te njihovom utjecaju na percepciju i ponašanje potrošača, pružajući uvid u strategije koje mogu biti korisne za povećanje tržišnog uspjeha ovih proizvoda.

Abstract (english)

The marketing communication of luxury fashion brands often relies on the influence of celebrities, using their recognition to shape consumer perception and drive purchase intent. Luxury fashion brands are characterized by a high level of quality, price, aesthetics, uniqueness and prestige, which makes it a challenge to design marketing communication.
This thesis investigates the influence of celebrities in marketing communication on consumer perception and purchase intention of luxury fashion brands. The goal of the research was to determine the extent to which celebrities can attract attention, improve brand perception and stimulate purchase intention.
For the purposes of the research, a survey questionnaire was conducted in which 136 respondents participated. Research results show that celebrities successfully attract attention and increase awareness of luxury fashion brands, but they are not the primary reason for positive perception and purchase intention. The contribution of the work is in understanding the effectiveness of using celebrities in the marketing communication of luxury fashion brands and their impact on consumer perception and behaviour, providing insight into strategies that can be useful for increasing the market success of these products.

• Keywords: luksuzne modne marke; poznate osobe; percepcija potrošača; namjera kupnje
• Keywords (english): luxury fashion brands; celebrities; consumer perception; purchase intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:655429
• 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: 2024-07-04 21:59:59