Uloga povezanosti s markom i potaknute nostalgije u namjeri ponašanja u kategoriji igara i igračaka

master's thesis

• Title (english): The role of brand attachment and evoked nostalgia in behavioral intention in the games and toys category
• Author: Petra Fuček
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (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: 2022-06-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme kada su kupci preplavljeni mnoštvom raznih tradicionalnih i digitalnih oglasa, marketinški stručnjaci traže različite načine kako bi se istaknuli i pozicionirali u svijesti potrošača. Potrebno je stvoriti odnos i pristup prema kupcima koji će ih privući određenoj marki, ali i zadržati. Kako bi se to ostvarilo, zadatak poduzeća je da se ciljanoj publici približi na nove i zanimljive načine. Sve češći trend koji se koristi u privlačenju pažnje je apel na nostalgiju kojim se kupce želi podsjetiti na dobra, stara vremena te u njima pobuditi uspomene i emocije. Također, jedan od načina kako doprijeti do kupaca je i stvaranje povezanosti s markom što je posebno bitno za stvaranje dugoročnih i kvalitetnih odnosa. U ovom radu istražuje se uloga povezanosti s markom i potaknute nostalgije u namjeri ponašanja potrošača, odnosno u namjeri širenja pozitivne usmene predaje i kupnje. Ovi čimbenici se istražuju u posebnoj kategoriji proizvoda – u kategoriji igara i igračaka na primjeru marki Lego i Pokémon u čijim se marketinškim strategijama koriste navedeni čimbenici. Kako bi se došlo do traženih rezultata, provedeno je kvantitativno istraživanje pomoću dva online anketna upitnika čiji su rezultati pokazali da ispitanici osjećaju višu razinu nostalgije i povezanosti s markom Lego, nego s markom Pokémon. Usto, rezultati su pokazali da su ispitanici skloniji kupnji igračaka marke Lego i širenju pozitivne usmene predaje o istoj. Gledajući sveukupne prosječne pokazatelje prema dobivenim rezultatima, može se reći da potaknuta nostalgija i povezanost s markom nemaju veliku ulogu u namjeri ponašanja potrošača u kategoriji igara i igračaka. No, ako se neke tvrdnje gledaju zasebno, primjećuje se slaganje ispitanika s istima što može ukazivati na povezanost tih varijabli. Primjerice, ispitanici su se složili s time da ih navedene marke podsjećaju na prošlost te da ih smatraju ugodnim podsjetnikom na prošla vremena što se se može smatrati dobrim pokazateljem u kojem smjeru razvijati strategiju kako bi se potaknule namjere kupnje i namjere širenja pozitivne usmene predaje.

Abstract (english)

Nowadays, when customers are flooded with a multitude of various traditional and digital advertisements, marketing experts are searching for different ways to stand out and position themselves in the minds of consumers. It is necessary to create a relationship with customers, as well as an approach that will win them over and attract them to a certain brand. In order to achieve this, companies are tasked with addressing their target audience in new and interesting ways which will appeal to them. A trend gaining increased popularity used with the purpose of attracting attention is based on the appeal to nostalgia, which seeks to remind customers of the good old days and evoke memories and emotions in them. Another way to reach customers is to create a sense of attachment to the brand, which is especially important for creating long-term and quality relationships. This paper aims to explore the role of brand attachment and evoked nostalgia in the context of consumer behaviour, i.e. how it affects the customer’s intention to spread positive word of mouth and purchase the product. These factors are explored within a special product category – category of games and toys – with a focus on Lego and Pokémon, whose marketing strategies include these factors. In order to achieve the required results, a quantitative study was conducted on the basis of two online questionnaires, the results of which have shown that respondents feel a higher level of nostalgia and attachment to the Lego brand than to the Pokémon brand. In addition, the results have shown that the respondents are more inclined to buy Lego brand games and spreading positive word of mouth about it. Looking at the overall average indicators according to the results obtained, it can be said that the evoked nostalgia and attachment to the brand do not play a big role in the intention of consumer behavior in the games and toys category. However, if some of the statements are viewed separately, the agreement of the respondents with the same is noticed, which may indicate the connection between these variables. For example, respondents agreed that these brands remind them of the past and consider them a pleasant reminder of times gone by, which can be considered a good indicator of where to develop a strategy to encourage buying intentions and spread positive word of mouth.

• Keywords: nostalgija; povezanost s markom; namjera ponašanja potrošača; namjera širenja pozitivne usmene predaje; namjera kupnje
• Keywords (english): nostalgia; brand attachment; consumer behaviour intent; positive word of mouth intent; purchase intent
• Language: croatian
• URN:NBN: urn:nbn:hr:148:682281
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2022-06-09 11:51:05