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master's thesis
UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS
Diplomski rad
2018. urn:nbn:hr:124:372741
Radoš, Mara
University of Split
Faculty of economics Split

Cite this document

Radoš, M. (2018). UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:372741

Radoš, Mara. "UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:372741

Radoš, Mara. "UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:372741

Radoš, M. (2018). 'UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:372741

Radoš M. UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:124:372741

M. Radoš, "UTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:372741

Metadata
TitleUTJECAJ BRENDA NA LOJALNOST KUPACA – PRIMJER LOVELY BAGS : Diplomski rad
AuthorMara Radoš
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-04, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog istraživanja bio je proučiti kako brend utječe na lojalnost kupaca na primjeru jednog konkretnog brenda. U tu svrhu odabran je regionalni modni brend Lovely bags, te je provedeno online anketno istraživanje. Ukupno je prikupljeno 1.086 anketnih upitnika. Istraživanje je pokazalo da brend Lovely bags kupuju uglavnom žene, u dobi do 35 godina, Hrvatice, prosječnih i ispod prosječnih primanja, koje brend Lovely bags smatraju kvalitetnim. Rezultati testiranja istraživačkih hipoteza pokazali su da je zadovoljstvo modnim brendom važna determinanta lojalnosti ponašanja i lojalnosti stavova, odnosno da je važna za odluku o ponovnoj kupnji i pozitivan stav prema modnom brendu. Rezultati su također pokazali da oni ispitanici koji modni brend percipiraju kao niti nekvalitetan niti kvalitetan pokazuju i najveću lojalnost i ponašanja i stavova. Nadalje, rezultati testiranja istraživačkih hipoteza pokazali su da oni ispitanici koji modni brend percipiraju kao brend koji nije vrijedan pokazuju i najveću lojalnost ponašanja, dok oni ispitanici koji modni brend percipiraju kao brend koji niti nije vrijedan niti je vrijedan pokazuju i najveću lojalnost stavova. Konačno, istraživanje je pokazalo da oni ispitanici, koji su se izjasnili da ne kupuju modni brend samo zato što je cjenovno dostupniji u odnosu na druge popularne brendove na tržištu, pokazuju i najveću lojalnost ponašanja. Navedeno pak ukazuje na mogućnost da lojalnost modnom brendu ima odlike tzv. premium lojalnosti.
Abstract (english)
The am of this research was to examine how the brand affects customer loyalty. For this purpose, regional fashion brand named Lovely bags was selected and online survey research was conducted. A total of 1,086 questionnaires were collected. Research has shown that chosen brand are buying mostly women, aged up to 35 years, Croatian women, with average and below-average incomes, which perceive this brand as high-quality brand. The results of the testing of research hypotheses have shown that the brand satisfaction is important determinant for behavior and attitude loyalty. The results also showed that those respondents who perceive the fashion brand as neither of the quality or the quality show the greatest loyalty of behavior and attitudes. Furthermore, the results of the research have shown that those respondents who perceive the fashion brand as a non-worthy brand also show the utmost behavior loyalty, while those respondents who perceive fashion brand as a brand that is neither valuable nor valuable to show the highest loyalty of attitudes. Finally, research has shown that those respondents who have pleaded not to buy a fashion brand just because they are more affordable than other popular brands on the market also show the greatest behavior loyalty. This indicates to the possibility that the loyalty of the fashion brand has the characteristics of so called premium loyalty.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:372741
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-11-20 09:09:24