Osobnost marke na poslovnom tržištu: perspektiva interne javnosti

master's thesis

• Title (english): Brand personality on a business to business market: an internal audience perspective
• Author: Iva Rašica
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Osobnost marke definira se kao set relevantnih osobina ličnosti koje se mogu pripisati marki. Danas se smatra najvažnijim dijelom identiteta marke kojim poduzeće upravlja kako bi postigao željeni imidž u umovima potrošača. Upravo pozitivan imidž stvara vrijednost za poduzeće, te se zato osobnost marke smatra izvorom te vrijednosti. Osobnost marke u domeni je marketinga odnosa, te da bi bila uspješno izgrađena ona mora u sebi reflektirati percepcije zaposlenika, njihove riječi, djela i vrijednosti. Rad ispituje percepcije zaposlenika jednog međunarodnog uslužnog poduzeća, koje posluje u Hrvatskoj, o percepciji osobnosti marke za koju rade. Cilj je istraživanja ispitati stavove zaposlenika o osobnosti marke za koju rade, te sažeti početnih 39 atributa Skale Industrijske Osobnosti Marke, koju su 2011.g. razvili autori Uta Herbst i Michael Merz, na manji broj atributa koji se grupiraju u zajedničke faktore prema određenim kriterijima. Kako se radi o uslužnom poduzeću, čiji je cilj održati dugoročne odnosa sa svojim poslovnim klijentima, istraživanjem se ispituje koje su to karakteristike osobnosti marke koje zaposlenici smatraju najrelevantnijim, te na temelju koje skupine karakteristika osobnosti marke poduzeće gradi vlastitu osobnost. Početnih se 39 atributa saželo na 20 atributa značajnih za poduzeće, a koji su se grupirali u 4 faktora. To su „sposobnost“, „vjerodostojnost“, „spretnost“, te „međunarodna orijentiranost“. Nakon faktorske analize provodi se hi-kvadrat test kojim se ispituje povezanost spola i edukacije, odnosno stručne spreme, s percepcijom osobnosti marke. Statistički nema dokaza da spol ili stručna sprema utječu na percepciju osobnosti marke što je važno za organizaciju, planiranje i provođenje programa internog marketinga.

Abstract (english)

Brand personality can be defined as a set of human characteristics that are attributed to a brand name. Today it is considered to be one of the most important managed dimensions of brand identity which influences the preferred image in customers’ minds. Positive image is the one creating value for the company, thereby, brand personality is considered to be the source of brand value. Brand personality is in the domain of relationship marketing, and for it to succeed; it has to reflect employees’ perceptions, their words, works and values. The aim of this work is to explore the perceptions of employees’ of an international service company, which operates in Croatia, about the personality of the brand they work for. In this descriptive research Industrial Brand Personality Scale was used. This scale was developed by Uta Herbst and Michael Merz and firstly published in 2011 in Industrial Marketing Management magazine. The goal of this work is to summarize the initial 39 attributes to a smaller number of attributes and group them in common and logical factors. The starting 39 attributes was summarized in 20 attributes relevant for the researched brand personality. They were grouped in 4 major factors called “ability”, “credibility”, “agility”, and “international orientation”. After factor analysis, chi square test was conducted in order to examine if there is any statistically relevant connection between gender and education with the perception of brand personality. Statistically there is no evidence that gender or education influence the perception of the brand personality which is important for the organization, planning and implementation of internal marketing.

• Keywords: osobnost marke; upravljanje markom; marketing odnosa; interni marketing
• Keywords (english): brand personality; brand management; relationship marketing; internal marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:091522
• 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: 2016-09-28 08:45:22