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master's thesis
Emocionalni pogled na brend
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. urn:nbn:hr:145:673371
Papić, Daniela
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Papić, D. (2018). Emocionalni pogled na brend (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:673371

Papić, Daniela. "Emocionalni pogled na brend." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:673371

Papić, Daniela. "Emocionalni pogled na brend." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:673371

Papić, D. (2018). 'Emocionalni pogled na brend', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 08 July 2024, https://urn.nsk.hr/urn:nbn:hr:145:673371

Papić D. Emocionalni pogled na brend [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 July 08] Available at: https://urn.nsk.hr/urn:nbn:hr:145:673371

D. Papić, "Emocionalni pogled na brend", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:673371

Metadata
TitleEmocionalni pogled na brend
Title (english)Emotional view at the brand
AuthorDaniela Papić
MentorIvan Kelić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberDavor Dujak (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marke su jedan od značajnijih darova koji je trgovina ikada poklonila današnjoj popularnoj kulturi. Stvaranje marki je odmaklo daleko od svojeg početnog komercijalnog podrijetla, pa je danas, posebice u društvenom i kulturološkom smislu, utjecaj marke gotovo nemjerljiv. U svijetu oštre konkurencije u kojemu je razuman izbor postao gotovo nemoguć, marke predstavljaju status, jasnoću, dosljednost, novu sigurnost, članstvo. Marke predstavljaju identitet. U ovom radu je objašnjena važnost marke i njezina uloga za potrošača, kakav ona odnos ima s proizvodom, ali i kako su nekad važne potrebe i želje zamijenile emocije i čežnje. Predmetom istraživanja je i emocionalni brending, senzorni brending te uloga psihologije u marketingu. Ukazano je i na važnost uvođenja marke u bilancu poduzeća.
Abstract (english)
Brands are one of the most important gifts that the trade has ever donated to today's popular culture. The creation of a brand has moved away from its initial commercial origin, and today, especially in the social and cultural sense, the influence of the brand is almost immeasurable. In a world of fierce competition where a sensible choice has become almost impossible, brands represent status, clarity, consistency, new security, membership. The marks represent the identity. This paper explains the importance of the brand and its role for the consumer, what is the relationship with the product, but also how important the needs and desires have been to replace emotions and longings. The subject of research is also emotional engineering, sensory engineering and the role of psychology in marketing. The importance of introducing a trademark in the company balance sheet was also highlighted.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:673371
Study programmeTitle: Marketing
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 on2019-02-08 12:40:31