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master's thesis
PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE
2024. urn:nbn:hr:124:196056
Mihanović, Nikolina
University of Split
Faculty of economics Split

Cite this document

Mihanović, N. (2024). PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:196056

Mihanović, Nikolina. "PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE." Master's thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:196056

Mihanović, Nikolina. "PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE." Master's thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:196056

Mihanović, N. (2024). 'PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE', Master's thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:196056

Mihanović N. PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE [Master's thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:196056

N. Mihanović, "PERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE", Master's thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:196056

Metadata
TitlePERCEPCIJA POTROŠAČA NA MARKETING IZ ZASJEDE
AuthorNikolina Mihanović
MentorSmiljana Pivcevic (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Temeljni cilj ovog rada bio je ispitati stavove studenata o marketingu iz zasjede, zaključiti na temelju rezultata ankete je li marketing iz zasjede u pogledu potrošača etičan, utječe li na mišljene o određenoj marki i ponašanje potrošača prema njoj te dati odgovor na pitanje je li marketing iz zasjede kreativan marketinški trik ili se može smatrati prevarom. U teorijskom dijelu radu kroz nekoliko primjera marketinga iz zasjede te različitih prethodnih istraživanja pokušalo se bolje razumijeti suština marketinga iz zasjede. Empirijski dio istraživanja proveden je korištenjem anketnog upitnika na uzorku studenata sa Sveučilišta u Splitu. Iz rezultata provedenog istraživanja, vidljivo je da potrošači vjeruju da je marketing iz zasjede pametna poslovna praksa. Također, smatraju da je neetičan, ali i da ga se ne bi trebalo strogo kažnjavati.
Abstract (english)
The main goal of this paper was to examine students' attitudes about ambush marketing, to conclude based on the results of the survey whether ambush marketing is ethical in terms of consumers, whether it affects the opinions of a certain brand and the behavior of consumers towards it, and to answer the question of whether marketing is from an ambush a creative marketing ploy or it can be considered a scam. In the theoretical part of the paper, through several examples of ambush marketing and various previous researches, an attempt was made to better understand the essence of ambush marketing. The empirical part of the research was conducted using a questionnaire on a sample of students from the University of Split. From the results of the conducted research, it is evident that consumers believe that ambush marketing is a smart business practice. They also believe that he is unethical, but also that he should not be severely punished.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:196056
Study programmeTitle: Tourism and Hotel Management
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni magistar ekonomije (sveučilišni magistar ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-27 15:59:56