Istraživanje utjecaja "Brze mode" na lojalnost marci kod "Generacije Z" u Republici Hrvatskoj

master's thesis

• Title (english): Research on the impact of Fast Fashion on brand loyalty among Generation Z in the Republic of Croatia
• Author: Marija Magdalena Matić
• Mentor: Mirko Palić (mentor)
• Committee member: Marija Tomašević-Lišanin (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet rada je utjecaj „brze mode“ na lojalnost marci kod pripadnika generacije Z na tržištu Republike Hrvatske. Cilj rada je razmotriti i istražiti utjecaj „brze mode“ na lojalnost marci kod pripadnika generacije Z na tržištu Republike Hrvatske. Čimbenici koji se u radu ispituju s ciljem utvrđivanja utjecaja „brze mode“ su: svijest o modnoj marci, percipirana kvaliteta, percipirana vrijednost, osobnost marke, organizacijske asocijacije i jedinstvenost marke. Navedeni čimbenici odabrani su na temelju pregleda dostupne znanstvene literature. Prilikom izrade diplomskog rada korišteni su primarni i sekundarni izvori. Kao sekundarni izvori korišteni su najvećim dijelom znanstveni članci stranih autora koji su dostupni u online bazama podataka, a uz znanstvene članke koristili su se i znanstveni radovi te knjige koje su dostupne u knjižnici Ekonomskog fakulteta u Zagrebu. Primarni podaci prikupljeni su putem empirijskog istraživanja čimbenika koji utječu na lojalnost potrošača u kontekstu „brze mode“, kroz ispitivanje percepcije generacije Z u Republici Hrvatskoj i njihove odanosti prema određenim modnim markama. Kreiran je anketni upitnik koji je distribuiran putem društvenih mreža, gdje je prikupljeno ukupno 140 odgovora.

Abstract (english)

The subject of this paper is the impact of "fast fashion" on brand loyalty among Generation Z members in the Croatian market. The aim of the paper is to consider and investigate the influence of "fast fashion" on brand loyalty among Generation Z in the Croatian market. The factors examined in the paper to determine the impact of "fast fashion" are: brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness. These factors were selected based on a review of available scientific literature. Both primary and secondary sources were used in the preparation of the thesis. As secondary sources, scientific articles by foreign authors available in online databases were predominantly used, along with scientific papers and books available in the library of the Faculty of Economics in Zagreb. Primary data were collected through empirical research on the factors influencing consumer loyalty in the context of "fast fashion," by examining the perceptions of Generation Z in Croatia and their loyalty to certain fashion brands. A survey questionnaire was created and distributed via social networks, gathering a total of 140 responses.

• Keywords: brza moda; generacija Z; vrijednost marke; lojalnost; ponašanje potrošača; zadovoljstvo potrošača; kupovno ponašanje potrošača
• Keywords (english): fast fashion; Generation Z; brand value; loyalty; consumer behaviour; consumer satisfaction; consumer buying behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:148:660715
• 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 authenticated users
• Created on: 2024-09-18 09:57:20