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master's thesis
ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2022. urn:nbn:hr:145:881580
Rimac, Luka
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Rimac, L. (2022). ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad (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:145:881580

Rimac, Luka. "ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:881580

Rimac, Luka. "ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:881580

Rimac, L. (2022). 'ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:881580

Rimac L. ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:881580

L. Rimac, "ULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:881580

Metadata
TitleULOGA BRANDA U STVARANJU LOJALNOSTI POTROŠAČA : Diplomski rad
Title (english)THE ROLE OF THE BRAND IN CREATING CONSUMER LOYALTY : Graduate paper
AuthorLuka Rimac
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Djelujući u suvremenim uvjetima poslovanja, poduzeća svakodnevno tragaju za novim načinima zadovoljenja potreba njihovih kupaca/potrošača. Oni su svjesni potencijalnih mogućnosti koje stoje na raspolaganju njihovim kupcima/potrošačima kao i snage konkurencije koja ne bira alate kojima nastoji privući nove kupce pri tome zadržavajući svoje stare kupce/potrošače. U moru istovrsnih proizvoda, izvor diferencijacije istih upravo je njihovo brandiranje. Poduzeća su svjesna korisnosti kojima rezultira brandiranje proizvoda/usluga kada je riječ o ostvarenju zarade i dobiti, ali i lojalnosti potrošača. Upravo je lojalnost kupaca/potrošača u pozitivnoj korelaciji s poslovnim rezultatom. U ovom je radu razmatrana uloga branda u stvaranju lojalnosti potrošača i to na primjeru dm – drogeria markt trgovina. Riječ je o poduzeću koje je svjesno važnosti brandiranja te sam koncept brandiranja primjenjuje na cjelokupno svoje poslovanje čime ostvaruje višestruke korisnosti kako za svoje kupce/potrošače tako i za njihovo poslovanje.
Abstract (english)
Operating in modern business conditions, companies are daily looking for new ways to meet the needs of their customers/consumers. They are aware of the potential opportunities that are available to their customers/consumers as well as the strength of the competition which does not choose the tools with which it tries to attract new customers while retaining its old customers/consumers. In a sea of similar products, the source of their differentiation is precisely their branding. Companies are aware of the usefulness of branding products/services when it comes to earning and profit, as well as consumer loyalty. It is customer/consumer loyalty that is positively correlated with business results. In this paper, the role of the brand in the creation of consumer loyalty is considered, using the example of dm - drogeria markt store. It is a company that is aware of the importance of branding and applies the very concept of branding to its entire business, which achieves multiple benefits both for its customers/consumers and for their business.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:881580
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Logistic management
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-26 08:59:07