Utjecaj poznatih osoba kao ambasadora marke na percepciju potrošača o luksuznim modnim markama

master's thesis

• Title (english): The influence of famous persons as brand ambassadors on consumer perception of the luxury fashion brands
• Author: Anamaria Mrvoš
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem svijetu, gdje se marketing neprestano razvija i oblikuje, uloga poznatih osoba kao ambasadora luksuznih modnih marki postaje sve značajnija. Poznate osobe, često viđene kao ikone stila, mogu značajno utjecati na percepciju potrošača o određenoj marki. Njihova prisutnost u promociji može dodatno naglasiti luksuz, ekskluzivnost i prestižnost određene modne marke. Kao rezultat, poduzeća plaćaju izdašne novčane naknade da poznata osoba promovira njihove proizvode. Potrošači često povezuju slavne ambasadore s određenim vrijednostima, stilom života ili estetikom, stvarajući emocionalnu vezu s markom. Međutim, postavlja se pitanje koliko autentičnost poznatih osoba kao ambasadora marke igra ulogu u percepciji potrošača. Potrošači su sve više svjesni marketinških strategija i traže autentičnost u promotivnim aktivnostima marke. Ako slavna osoba djeluje neuvjerljivo ili se ne podudara s vrijednostima marke, to može imati negativan utjecaj na percepciju potrošača. Ovim istraživanjem nastoji se utvrditi kakav je utjecaj poznatih osoba kao ambasadora marke na percepciju potrošača o luksuznim modnim markama. Rezultati provedenog istraživanja ukazuju na to da poznate osobe kao ambasadori marke u promidžbenim aktivnostima imaju značajan utjecaj na potrošačevu percepciju i također je dokazano da atraktivnost, vjerodostojnost i popularnost poznate osobe kao ambasadora marke potiče potrošače da vjeruju u poruku koja je komunicirana putem oglasa.

Abstract (english)

In today's world, where marketing is constantly evolving and shaping, the role of celebrities as ambassadors of luxury fashion brands is becoming more and more important. Celebrities, often seen as style icons, can significantly influence consumer perception of a particular brand. Their presence in promotion can additionally emphasize the luxury, exclusivity and prestige of a particular fashion brand. As a result, companies pay generous monetary fees to have a famous person promote their products. Consumers often associate celebrity ambassadors with certain values, lifestyles or aesthetics, creating an emotional connection with the brand. However, the question arises as to how much the authenticity of celebrities as brand ambassadors plays a role in consumer perception. Consumers are increasingly aware of marketing strategies and look for authenticity in brand promotional activities. If the celebrity appears unconvincing or does not match the brand's values, this can have a negative impact on consumer perception. This research aims to determine the influence of celebrities as brand ambassadors on consumer perception of luxury fashion brands. The results of the conducted research indicate that famous people as brand ambassadors in promotional activities have a significant impact on consumer perception, and it has also been proven that the attractiveness, credibility, and popularity of a famous person as an ambassador of a brand encourage consumers to believe in the message communicated through advertisements.

• Keywords: poznate osobe; ambasador marke; promocija; percepcija potrošača; luksuzne modne marke
• Keywords (english): celebrities; brand ambassador; promotion; consumer perception; fashion luxury brands
• Language: croatian
• URN:NBN: urn:nbn:hr:148:577376
• 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: Open access
• Created on: 2024-09-23 11:17:40