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master's thesis
ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA
Diplomski rad
2021. urn:nbn:hr:124:908980
Brkan, Ana
University of Split
Faculty of economics Split

Cite this document

Brkan, A. (2021). ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:908980

Brkan, Ana. "ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:908980

Brkan, Ana. "ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:908980

Brkan, A. (2021). 'ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 27 September 2024, https://urn.nsk.hr/urn:nbn:hr:124:908980

Brkan A. ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 September 27] Available at: https://urn.nsk.hr/urn:nbn:hr:124:908980

A. Brkan, "ANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:908980

Metadata
TitleANGAŽIRANOST POTROŠAČA U ODNOSU NA MARKU (CONSUMER BRAND ENGAGEMENT) I ISHODI PONAŠANJA : Diplomski rad
AuthorAna Brkan
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Koncept angažiranosti potrošača u odnosu na marku (Consumer Brand Engagement, CBE) je koncept koji u posljednje vrijeme sve više dobiva na značaju. CBE se odnosi na potrošačevu povezanost s markom i njegovu ulogu u razvoju marke temeljem kognitivnih, afektivnih i bihevioralnih interakcija potrošača s markom. Glavna svrha ovog rada bila je utvrditi značaj CBE-a i njegovih dimenzija/interakcija s ponašajnim ishodima u vidu utrošenog i planiranog iznosa za odabranu marku, kao i u pogledu identificiranja potrošača s markom. Istraživanje je provedeno uz pomoć online anketnog upitnika na prigodnom uzorku od 204 ispitanika. Rezultati su pokazali da postoje razlike u CBE-u i njegovim dimenzijama s obzirom na odabrane marke, odnosno kategorije proizvoda. Osim toga, rezultati su dali uvid u veću značajnog ukupnog CBE-a u odnosu na njegove dimenzije pojedinačno. Točnije, ukupni CBE je pozitivno povezan s utrošenim i planiranim iznosom, kao i s identificiranjem s markom. S druge strane, kognitivna i afektivna dimenzija nisu pozitivno povezane s utrošenim i planiranim iznosom, ali su pozitivno povezane s identificiranjem s markom. Bihevioralna dimenzija nije pozitivno povezana s utrošenim iznosom, ali je pozitivno povezana s planiranim iznosom i identificiranjem s markom. Dobiveni rezultati imaju vrijedne teorijske, ali i praktične implikacije za tvrtke, odnosno marketere.
Abstract (english)
The concept of consumer brand engagement (CBE) is a domain that recently started to gain on an importance. CBE refers to the consumer’s association with the brand and its role in brand development based on the consumer’s cognitive, affective, and behavioral interactions with the brand. The main purpose of this paper was to determine the significance of CBE and its dimensions/interactions for the behavioral outcomes in terms of the spent and planned amounts for the selected brand, as well as for the self-brand identity. The research was conducted via online survey questionnaire on a convenient sample of 204 respondents. The results showed that there are differences in the CBE and its dimensions concerning the selected brands or product categories. In addition, the results provided insights into a higher significance of an overall CBE relative to its dimensions individually. Specifically, total CBE is positively associated with the amount spent and planned, as well as with brand identification. On the other hand, the cognitive and affective dimensions are not positively related to the amount spent and planned but are positively related to the brand identification. The behavioral dimension is not positively related to the amount spent but is positively related to the planned amount and brand identification. The obtained results have valuable theoretical and practical implications for companies and marketers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:908980
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-18 11:14:03