ULOGA KORPORATIVNIH MUZEJA U UPRAVLJANJU PERCEPCIJOM AUTENTIČNOSTI LUKSUZNE MODNE MARKE

master's thesis

• Author: Nera Kolar
• Mentor: Tanja Komarac (mentor); MBZ: 338404
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad istražuje ulogu korporativnog muzeja Musée Yves Saint Laurent u Parizu u upravljanju percepcijom autentičnosti Yves Saint Laurent luksuzne modne marke. Upravljanje markom i postizanje autentičnosti marke jedni su od najvećih izazova za upravitelje markom. Postizanje i održavanje autentičnosti luksuzne modne marke jedan je od načina da marka ostane konkurentna u novonastalom okruženju. Tu važnu ulogu imaju korporativni muzeji koji su evoluirali od pasivnih arhiva poduzeća do strateški bitnih marketinških alata te ih zbog toga luksuzne modne marke danas koriste za upravljanje percepcijom autentičnosti. Upravo iz tog razloga je u radu istražena uloga korporativnog muzeja YSL u jačanju percipirane autentičnosti luksuzne modne marke. Korištena je metoda kvalitativne tematske analize sadržaja gdje su se analizirale recenzije posjetitelja korporativnog muzeja na platformi TripAdvisor. Rezultati istraživanja pokazali su pozitivnu ulogu korporativnog muzeja u jačanju autentičnosti luksuzne modne marke YSL.

Abstract (english)

The thesis examines the role of corporate museum Musée Yves Saint Laurent Paris in managing the perception of authenticity of the eponymous luxury fashion brand. Brand management and achieving authenticity represent some of the biggest challenges for brand managers. Achieving and maintaining authenticity can enable a luxury fashion brand to remain competitive in the newly created environment. Here an important role have corporate museums, which have evolved from passive corporate archives to strategically relevant marketing tools and are now consequently being used by luxury fashion brands to manage their perception of authenticity. For that reason, the thesis examines the role of YSL's corporate museum in enhancing perceived authenticity. The research was conducted using qualitative thematic content analysis by analyzing reviews from corporate museum visitors on TripAdvisor platform. The results of the research indicate a positive role of the corporate museum in enhancing the authenticity of YSL luxury fashion brand.

• Keywords: korporativni muzeji; autentičnost; Musée Yves Saint Laurent Paris; YSL; luksuzne modne marke; metoda tematske analize sadržaja
• Keywords (english): corporate museums; authenticity; Musée Yves Saint Laurent Paris; YSL; luxury fashion brands; thematic content analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:148:861952
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-12-13 13:34:07