Utjecaj osobnosti marke na izgradnju lojalnosti nostalgičnim markama

master's thesis

• Title (english): Impact of brand personality in building loyalty towards nostalgic brands
• Author: Katarina Čičak
• Mentor: Sandra Horvat (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Na današnjem sve kompleksnijem tržištu sposobnost jedinstvenog pozicioniranja marke postaje sve teži zadatak za mnoge menadžere koji upravljaju markama. Jedan od glavnih dijelova identiteta marke je osobnost marke. Kreiranje specifične osobnosti marke omogućuje postizanje snažnijeg imidža te postizanje jedinstvene pozicije u umu potrošača. Upravo pozitivan imidž kreira lojalnost marki tj. poduzeću, zato se osobnost marke smatra izvorom te vrijednosti. Osobnost marke sastoji se od pet dimenzija osobina ličnosti: iskrenost, uzbudljivost, stručnost, profinjenost te grubost. Kroz navedene dimenzije menadžeri oblikuju osobnost svojih marki, a sve kako bi privukli potrošača i u konačnici osigurali uspjeh poduzeća. Osim efikasnog kreiranja osobnosti marke jedna od strategija trgovaca i menadžera koji upravljaju markama, odabranih s namjerom da se izazove emocija krajnjih potrošača, jest poticanje nostalgije. Nostalgija je danas sve prisutniji apel korišten u komunikaciji marke, stoga su marke čije su marketinške kampanje veoma uspješne u tom aspektu uzete kao predmet ovog istraživanja.
Cilj diplomskog rada bio je ispitati utjecaj dimenzija osobnosti marke na lojalnost marki, u kontekstu četiri nostalgične marke – Jamnica, Kraš – Domaćica, Borovo – Startas te Badel – Pelinkovac. Istraživanje je provedeno online anketnim upitnikom. Ispitanicima je nasumičnim odabirom prikazana pojedinačna nostalgična marka kako bi se ispitala njihova razina nostalgije prema marki, njihova percepcija osobnosti određene marke te u konačnici njihova lojalnost marki. Većina rezultata istraživanja kreće se oko srednjih vrijednosti, što ukazuje kako su navedene marke nemaju izgrađenu snažnu osobnost. No, valja istaknuti da su ispitanici marke većinom percipirali kao iskrene i profinjene. Nadalje, rezultati su pokazali značajnost statističkog modela u cijelosti, te je provedenim istraživanjem zaključeno kako profinjenost kao dimenzija osobnosti marke utječe na lojalnost marki. Potrošači će biti vjerni marki koja pokazuje osobine šarmantnosti i više klase.

Abstract (english)

In today's market, the ability to uniquely position a brand is becoming an increasingly difficult task for many brand managers. One of the main parts of a brand identity is brand personality. Creating a specific brand personality enables the achievement of a stronger image and the acquisition of a unique position in the minds of consumers. It is the positive image that creates brand loyalty, so brand personality is considered a source of that value. Brand personality consists of five dimensions or personality traits: honesty, excitement, expertise, sophistication, and rudeness. Through these dimensions, managers shape the personality of their brands in order to attract consumers and ultimately to ensure success of the company. In addition to effectively creating brand characteristics, one of the strategies retailers and brand managers use with the intention of provoking the emotions of consumers, is nostalgia. Nostalgia is experiencing an increase in use in today‟s brand communication, so brands whose marketing campaigns are very successful in this aspect are taken as the subject of this research.
The aim of the thesis was to examine the influence of brand personality dimensions on brand loyalty, in the context of four nostalgic brands - Jamnica, Kraš - Domaćica, Borovo - Startas and Badel - Pelinkovac. The research was conducted with an online survey questionnaire. Respondents were randomly presented individual nostalgic brand in order to examine their nostalgia towards them, their perception of the brand personality and ultimately their loyalty to the brand. Most of the research results revolve around medium mean values, which tells us that these brands are not perceived as having a stronger personality. But it should be noted that the respondents perceived the brands mostly as honest and sophisticated. Furthermore, the results showed the significance of the statistical model as a whole, and it was concluded that sophistication as a dimension of brand personality affects brand loyalty. Consumers will be loyal to a brand that shows the characteristics of charm and higher class.

• Keywords: Osobnost marke; dimenzije osobnosti marke; lojalnost marki; nostalgija
• Keywords (english): Brand personality; brand personality dimensions; brand loyalty; nostalgia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:696668
• 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: Access restricted to students and staff of home institution
• Created on: 2020-10-04 18:07:58