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master's thesis
Emocionalna povezanost marke s potrošačima
2016. urn:nbn:hr:211:554478
Stančin, Kristian
University of Zagreb
Faculty of Organization and Informatics
Department of Economics

Cite this document

Stančin, K. (2016). Emocionalna povezanost marke s potrošačima (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:211:554478

Stančin, Kristian. "Emocionalna povezanost marke s potrošačima." Master's thesis, University of Zagreb, Faculty of Organization and Informatics, 2016. https://urn.nsk.hr/urn:nbn:hr:211:554478

Stančin, Kristian. "Emocionalna povezanost marke s potrošačima." Master's thesis, University of Zagreb, Faculty of Organization and Informatics, 2016. https://urn.nsk.hr/urn:nbn:hr:211:554478

Stančin, K. (2016). 'Emocionalna povezanost marke s potrošačima', Master's thesis, University of Zagreb, Faculty of Organization and Informatics, accessed 30 March 2023, https://urn.nsk.hr/urn:nbn:hr:211:554478

Stančin K. Emocionalna povezanost marke s potrošačima [Master's thesis]. Varaždin: University of Zagreb, Faculty of Organization and Informatics; 2016 [cited 2023 March 30] Available at: https://urn.nsk.hr/urn:nbn:hr:211:554478

K. Stančin, "Emocionalna povezanost marke s potrošačima", Master's thesis, University of Zagreb, Faculty of Organization and Informatics, Varaždin, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:211:554478

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Metadata
TitleEmocionalna povezanost marke s potrošačima
Title (english)Emotional connection of consumer with a brand
AuthorKristian Stančin
MentorIva Gregurec (mentor)
MBZ: 301524
Committee memberDamir Dobrinić
MBZ: 215903
GranterUniversity of Zagreb
Faculty of Organization and Informatics
(Department of Economics)
Varaždin
Defense date and country2016-06-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Organization and Informatics
Abstract
U današnje se vrijeme marke doživljavaju na razini osjećaja i identiteta što predstavlja jedno od najvažnijih svojstava po čemu se one međusobno razlikuju. Rad opisuje ulogu marke na kupovne odluke potrošača te načine povezanosti potrošača s markom. Pritom se naglasak samog rada stavlja na emocionalnu povezanost potrošača s markom (tzv. emocionalni branding) koja predstavlja sustavnu integraciju svih osjetila kako bi se u potrošaču izazvala određena emocija i navela ga na kupnju. Za potrebe izrade ovog rada bit će provedeno istraživanje kako bi se ustanovilo koliko emocionalna povezanost s markom stvarno ima utjecaja na kupovne odluke potrošača.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:211:554478
Study programmeTitle: Business Systems Organization
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra informatike (magistar/magistra informatike)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0) icon
Created on2017-01-26 11:03:38