Čimbenici koji utječu na lojalnost studenata prema markama brze mode

master's thesis

• Title (english): Factors influencing student loyalty to fast fashion brands
• Author: Lucija Čoga
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Brza moda, kao dinamičan i rastući sektor modne industrije, postaje sve važnija za istraživanje zbog svog značajnog utjecaja na potrošačke navike, posebno među mlađom populacijom koja cijeni pristupačnost i mogućnost brzog praćenja najnovijih modnih trendova. Cilj ovog rada je istražiti čimbenike koji utječu na lojalnost studenata prema markama brze mode, s posebnim naglaskom na svijest o marki i percipiranu vrijednost marke. Kroz teorijski pregled literature i empirijsko istraživanje, provedeno u kolovozu 2024. godine na uzorku od 111 studenata, pruža se uvid u ove čimbenike i njihovu ulogu u donošenju odluka o lojalnosti prema markama brze mode.
Rezultati istraživanja pokazuju da svijest o marki pozitivno utječe na lojalnost studenata prema markama brze mode. Studenti koji su svjesniji određenih marki skloniji su ponovnoj kupovini tih marki. Istovremeno, percipirana vrijednost marke, koja predstavlja omjer kvalitete i cijene, ima još snažniji utjecaj na lojalnost. Što je percipirana vrijednost marke veća, to je i lojalnost studenata izraženija. Uspoređeni su i različiti demografski i ponašajni čimbenici kako bi se dobio bolji uvid u specifične ciljne skupine potrošača.
Zaključno, oba čimbenika, svijest o marki i percipirana vrijednost, imaju pozitivan utjecaj na lojalnost studenata prema markama brze mode, pri čemu je utjecaj percipirane vrijednosti značajniji. Što je veća svijest o marki i viša percipirana vrijednost, to će i lojalnost studenata prema tim markama biti veća. Ovi nalazi mogu poslužiti kao osnova za bolje razumijevanje ponašanja studentske populacije i razvoj učinkovitijih marketinških strategija u industriji brze mode.

Abstract (english)

Fast fashion, as a dynamic and growing sector of the fashion industry, has become increasingly important to study due to its significant impact on consumer habits, particularly among younger populations who value affordability and the ability to quickly follow the latest fashion trends. The aim of this paper is to investigate the factors that influence student loyalty to fast fashion brands, with a specific focus on brand awareness and perceived brand value. Through a theoretical review of the literature and empirical research conducted in August 2024 on a sample of 111 students, insights are provided into these factors and their role in shaping loyalty decisions toward fast fashion brands.
The research results show that brand awareness positively influences student loyalty to fast fashion brands. Students who are more aware of certain brands are more likely to repurchase from those brands. At the same time, perceived brand value, which represents the quality-to-price ratio, has an even stronger impact on loyalty. The greater the perceived value of the brand, the higher the student loyalty. Various demographic and behavioral factors were also compared to gain a better understanding of specific consumer target groups.
In conclusion, both brand awareness and perceived value have a positive impact on students' loyalty to fast fashion brands, with the influence of perceived value being more significant. The higher the brand awareness and perceived value, the greater the students' loyalty to these brands. These findings can serve as a basis for better understanding the behavior of the student population and for developing more effective marketing strategies in the fast fashion industry.

• Keywords: brza moda; lojalnost studenata; svijest o marki; percipirana vrijednost marke; marketinške strategije.
• Keywords (english): fast fashion; student loyalty; brand awareness; perceived brand value; marketing strategies.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:974718
• 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: 2024-09-26 07:47:00