Poistovjećivanje mladih s markom u procesu donošenja odluke o kupnji

undergraduate thesis

• Title (english): Brand identification of young people in the process of making a purchase decision
• Author: Barbara Bradvica
• Mentor: Dubravka Sinčić Ćorić (mentor); MBZ: 237641
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom se radu istražuje utjecaj imidža marke na pojedinca te njegovo poistovjećivanje s markom prilikom procesa donošenja odluke o kupnji. Pošto je sve veći izbor proizvoda, marka služi kako bi se proizvodi diferencirali od drugih proizvoda na tržištu te kako bi pružili dodatnu vrijednost potrošaču. Potrošač bira proizvod po svojim preferencijama, ali također mnogi vanjski čimbenici utječu na taj izbor. Prirodno je da čovjek želi pripasti određenoj referentnoj skupini kojoj se divi te se želi poistovjetiti s njima, pa tako izbor proizvoda koje potrošač kupuje ponekad ovisi o tome. Svrha ovog rada je dokazati utjecaj imidža marke na mlade ljude prilikom donošenja odluke o kupnji.

Abstract (english)

This paper explores the influence of the brand image on the individual and its identification with the brand during the decision-making process of the purchase. As the ever-expanding product range, the brand name serves to differentiate products from other products on the market and to provide added value to the consumer. The consumer chooses the product according to their preferences, but also many external factors affect this choice. It is natural that a person wants to belong to a particular reference group that he feels and wants to identify with them, so the choice of products that a consumer buys sometimes depends on it. The purpose of this paper is to prove the influence of the brand image on young people when making a purchase decision.

• Keywords: marka; imidž marke; poistovjećivanje s markom; proces donošenja odluke o kupnji
• Keywords (english): brand; brand image; brand identity; the decision-making process
• Language: croatian
• URN:NBN: urn:nbn:hr:148:849716
• Study programme: Title: Business Economics; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Open access; Embargo expiration date: 2020-01-01
• Created on: 2019-09-24 20:35:39