Utjecaj potrošačkog etnocentrizma na stavove o markama različitih proizvoda

master's thesis

• Title (english): The effect of consumer ethnocentrism on attitudes toward brands of different products
• Author: Bruno Klještan
• Mentor: Goran Vlašić (mentor)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2025-02-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovog diplomskog rada bio je istražiti postoji li kod hrvatskih potrošača općenita razina etnocentrizma te opći stavovi prema ostalim zemljama EU i SAD-u te kao i određena razina etnocentrizma prilikom kupnje različitih prehrambenih proizvoda. Prvi dio rada odnosi se na teorijski okvir u kojem su objašnjeni pojmovi etnocentrizam te njegov značaj u marketingu, kognitivna komponenta stava i njezin utjecaj na etnocentrizam kao i afektivna komponenta stava i njezin utjecaj na etnocentrizam. Drugi dio rada odnosi se na istraživanje koje će biti provedeno na prigodnom uzorku punoljetnih osoba koje će se razlikovati na temelju dobi, spola, razine obrazovanja i prihoda kućanstva te će se mjeriti anketnim upitnikom koji će se na kraju analizirati. Rezultati se mjere Likertovom ljestvicom, od 1 do 5.

Abstract (english)

The objective of this thesis was to investigate whether Croatian consumers exhibit a general level of ethnocentrism and their overall attitudes towards other EU countries and the USA, as well as a specific level of ethnocentrism when purchasing different food products. The first part of the thesis deals with the theoretical framework, explaining the concepts of ethnocentrism and its significance in marketing, the cognitive component of attitudes and its influence on ethnocentrism, and the affective component of attitudes and its influence on ethnocentrism. The second part involves research conducted on a convenience sample of adults, differentiated by age, gender, level of education and household income, using a questionnaire that will be analyzed. The results are measured using a Likert scale from 1 to 5.

• Keywords: etnocentrizam; potrošači; EU
• Keywords (english): ethnocentrism; consumers; EU
• Language: croatian
• URN:NBN: urn:nbn:hr:148:110546
• 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: 2025-02-26 12:35:34