The impact of customer relationship management (CRM) activities on brand image and purchase intentions

master's thesis

• Title (croatian): Utjecaj CRM aktivnosti na brend imidž i namjere kupnje
• Author: Tija Vranešević
• Mentor: Miroslav Mandić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-06-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Due to vast competition in the market and Generation Z being less loyal than the older generations, companies attempt to retain customers and predict product acceptance, making them constantly change the direction of their marketing strategies. Usually, a strong brand image comes in handy when trying to persist and be distinguishable on the market. Thus, companies put a lot of energy into puzzling out different strategies to make the brand image stronger in order to achieve an advantage over the competition. Primarily, to build a positive brand image companies need to understand consumers as well as their preferences. CRM allows companies to get to know their customers and build strong relationships, which is crucial for building powerful brand associations. This thesis analyses how CRM helps companies in achieving a stronger brand image and increase the purchase intention of their products when Generation Z is aware of CRM activities. Results show that CRM and its perceived activities do in fact have a positive impact on the brand image while brand image acts as a mediator for purchase intention. The analysis was conducted using the method of structural modeling of partial smallest squares equations (Partial Least Squares Structural Equation Modeling, PLS-SEM)

Abstract (croatian)

Zbog velike konkurencije na tržištu i generacije Z koja je kao potrošač manje vjerna od starijih generacija, tvrtke pokušavaju zadržati kupce i predvidjeti prihvaćanje proizvoda, zbog čega neprestano mijenjaju svoje marketinške strategije. Obično je snažan imidž koristan alat tvrtkama koje pokušavaju ustrajati i biti prepoznatljivi na tržištu. Stoga tvrtke ulažu puno energije u smišljanje različitih strategija kako bi ojačale imidž i postigle prednost nad konkurencijom. Da bi izgradile pozitivan imidž, tvrtke moraju razumjeti potrošače kao i njihove preferencije. CRM omogućuje tvrtkama da razumiju svoje kupce i izgrade snažan odnos s njima, što je ključno za izgradnju snažnih asocijacija na brend. Ovaj rad analizira kako CRM pomaže tvrtkama u postizanju jačeg imidža i povećanju namjere kupnje njihovih proizvoda kada je generacija Z svjesna CRM aktivnosti. Rezultati pokazuju da CRM i percipirane aktivnosti zapravo imaju pozitivan utjecaj na imidž, dok imidž djeluje kao posrednik za namjeru kupnje. Analiza je provedena metodom strukturnog modeliranja parcijalnih jednadžbi najmanjih kvadrata (Partial Least Squares Structural Equation Modeling, PLS-SEM)

• Keywords: CRM; brand image; purchase intention; generation Z; SEM-PLS
• Keywords (croatian): CRM; brend imidž; namjera kupnje; generacija Z; SEM-PLS
• Language: english
• URN:NBN: urn:nbn:hr:148:228505
• Study programme: Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Marketing in english; 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: Access restricted to students and staff of home institution
• Created on: 2023-07-04 11:50:13