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undergraduate thesis
UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE
Završni rad
2020. urn:nbn:hr:124:411052
Sablić, Brigita
University of Split
Faculty of economics Split

Cite this document

Sablić, B. (2020). UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:411052

Sablić, Brigita. "UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:411052

Sablić, Brigita. "UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:411052

Sablić, B. (2020). 'UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 22 May 2022, https://urn.nsk.hr/urn:nbn:hr:124:411052

Sablić B. UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2022 May 22] Available at: https://urn.nsk.hr/urn:nbn:hr:124:411052

B. Sablić, "UPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:411052

Metadata
TitleUPRAVLJANJE MARKOM I IMPULZIVNO KUPOVNO PONAŠANJE : Završni rad
AuthorBrigita Sablić
MentorGoran Dedić (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog završnog rada je kako upravljanje markom utječe na impulzivnu kupnju. U radu je najprije objašnjeno upravljanje markom kroz osobnost marke, tržišnu vrijednost marke i zajednice povezane markom. Objašnjeno je Aaker-ovih pet dimenzija osobnosti marke: dimenzija iskrenosti, uzbuđenja, kompetencije, sofisticiranosti i robusnosti, kao i pet novih dimenzija osobnosti koje je predložio Geuens: aktivnost, odgovornost, agresivnost, jednostavnost i emocionalnost. Tržišna vrijednost marke je objašnjena kroz pet modela tržišne vrijednosti marke19: Kellerov, Aakerov, model Yooa, BrandAsset Valuator model i Upshawov model. Kellerov se prihvaća kao najprikladniji za mjerenje tržišne vrijednosti marke. Zajednice povezane markom predstavljaju grupe ljudi povezane zajedničkim pozitivnim iskustvom konzumiranja proizvoda pod određenom markom. Nakon toga je objašnjena impulzivna kupnja kroz unutarnje i vanjske čimbenike koji utječu na nju. S obzirom na to da poduzeća ne mogu utjecati na unutarnje čimbenike, marketinški stručnjaci bi se trebali posvetiti vanjskim čimbenicima koji utječu na impulzivno ponašanje potrošača, te razvijanjem dimenzija osobnosti marke i stvaranjem povjerenja kupca.
Abstract (english)
The theme of this final essay is how branding influences impulsive buying behavior. The essay explains brand management through brand personality, brand equity, and brand communities. Then, Aaker’s five dimensions of brand personality are explained: the dimension of honesty, excitement, competence, sophistication, and ruggedness, as well as the five new personality dimensions proposed by Geuens: activity, responsibility, aggression, simplicity, and emotionality. Brand equity is explained through five models of brand equity: Keller's, Aaker's, Yoo's model, BrandAsset Valuator model and Upshaw's model. Keller’s model is accepted as the most appropriate for measuring the market value of a brand. Branded communities represent groups of people connected by a shared positive experience of consuming products under a particular brand. Impulsive buying is then explained through the internal and external factors that affect it. Since companies cannot influence internal factors, marketers should focus on external factors that influence impulsive consumer behavior, and by developing the dimensions of brand personality and creating customer trust.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:411052
Study programmeTitle: Tourism
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2020-09-24 09:08:26