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master's thesis
PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU
Diplomski rad
2018. urn:nbn:hr:124:404543
Boras, Zora
University of Split
Faculty of economics Split

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Boras, Z. (2018). PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:404543

Boras, Zora. "PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:404543

Boras, Zora. "PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:404543

Boras, Z. (2018). 'PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 20 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:404543

Boras Z. PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:404543

Z. Boras, "PREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:404543

Metadata
TitlePREDIKTORI I ISHODI UKLJUČENOSTI POTROŠAČA U BRAND ZAJEDNICU : Diplomski rad
AuthorZora Boras
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Brand zajednice postaju sve zastupljenije u modernom, virtualnom dobu. Informacije koje se mogu pronaći unutar njih pružaju znatiželjnom kupcu brzu procjenu proizvoda ili usluge određenog branda. Na osnovu stavova, mišljenja i iskustava drugih korisnika unutar zajednice, kupac pokušava donijeti vlastitu odluku o konzumaciji proizvoda ili usluge koja će zadovoljiti njegove potrebe i interese. Brand zajednica u kojoj se kupac osjeća ugodno pruža mu veće zadovoljstvo i veću želju za daljnjim i aktivnim sudjelovanjem u istoj. Tvrtke imaju cilj stvoriti lojalne kupce koji će pozitivnom usmenom komunikacijom stvoriti jak imidž tvrtke i privući druge kupce. U modernom svijetu potrebno je staviti kupca kao glavnog kreatora branda i dopustiti da svojim aktivnim djelovanjem sudjeluje u inovativnim pothvatima.
Abstract (english)
Brand communities become more and more present in a modern, virtual age. The informations that can be find within them provides the knowledgeable customer with a quick product evaluation and a specific brand. Based on the attitudes, opinions and xperiences of the other users within the community, the buyer is trying to make his own choice of product consumption and bundle which will satisfy its needs and interests. The brand community where the customer feels comfortable offers him greater satisfaction and greater desire for further and active participation in te same. Companies have the goal of creating loyal customers who will create a strong company image with a positive WOM and eWOM and attract other customers. In the modern world it is necessary to put the customer as the main creator of the brand and allow it to take part in innovative ventures with acive participation.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:404543
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 on2018-12-11 10:41:43