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undergraduate thesis
Značaj krize marke za ponašanje potrošača
2024. urn:nbn:hr:124:164239
Radošević, Ivana
University of Split
Faculty of economics Split

Cite this document

Radošević, I. (2024). Značaj krize marke za ponašanje potrošača (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:164239

Radošević, Ivana. "Značaj krize marke za ponašanje potrošača." Undergraduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:164239

Radošević, Ivana. "Značaj krize marke za ponašanje potrošača." Undergraduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:164239

Radošević, I. (2024). 'Značaj krize marke za ponašanje potrošača', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 01 October 2024, https://urn.nsk.hr/urn:nbn:hr:124:164239

Radošević I. Značaj krize marke za ponašanje potrošača [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2024 October 01] Available at: https://urn.nsk.hr/urn:nbn:hr:124:164239

I. Radošević, "Značaj krize marke za ponašanje potrošača", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:164239

Metadata
TitleZnačaj krize marke za ponašanje potrošača
Title (english)The relevance of brand crisis for consumer behaviour
AuthorIvana Radošević
MentorIvana Kursan Milaković (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha ovog rada bila je ispitati povezanost krize marke i različitih ishoda ponašanja potrošača. Istraživanje je provedeno u svibnju 2024. godine korištenjem online anketnog upitnika. Djelomično razilaženje rezultata anketnog upitnika i prethodnih istraživanja ukazuje na složenost odnosa između krize marke i ponašanja potrošača. Ipak, dokazana je povezanost kriza marke i pojave negativnih prosudbi i osjećaja prema marki u krizi. Djelomično je potvrđena povezanost krize marke s namjerom kupnje i usmenom predajom među potrošačima. Utvrđena je i povezanost krize marke sa stvarnom kupovinom proizvoda oštećene marke. Međutim, nije utvrđena povezanost krize marke i ponovne kupnje. Pregledom dosadašnje literature i ispitivanjem stavova potrošača, ovaj rad pridonosi razumijevanju kriznih situacija marke i pruža osnovu za daljnja istraživanja. Praktične implikacije odnose se na važnost proaktivnog upravljanja krizama marki.
Abstract (english)
The purpose of this paper was to examine the connection between the brand crisis and different types of consumer behavior. The research was conducted in May 2024 using an online survey questionnaire. The partial inconsistency of the survey results and previous research points to the complexity of the relationship between the brand crisis and consumer behavior. Nevertheless, the connection between brand crises and the appearance of negative judgments and feelings towards the brand in crisis has been proven. The link between brand crisis and both purchase intention and word of mouth was partially supported. The connection between the brand crisis and the actual purchase of affected brands was also established. However, no correlation between brand crisis and repeat purchase was determined. By reviewing previous literature and examining consumer attitudes, this work contributes to the understanding of brand crisis situations and provides a basis for further research. The practical implications relate to the importance of proactive crisis brand management.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:164239
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni prvostupnik (baccalaureus) ekonomije (sveučilišni prvostupnik (baccalaureus) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2024-07-03 16:54:53