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master's thesis
ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:659463
Ljubičić, Viktorija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

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Ljubičić, V. (2023). ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : 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:145:659463

Ljubičić, Viktorija. "ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:659463

Ljubičić, Viktorija. "ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:659463

Ljubičić, V. (2023). 'ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:659463

Ljubičić V. ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:659463

V. Ljubičić, "ULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:659463

Metadata
TitleULOGA EMOCIONALNOG BRANDINGA U IZGRADNJI LOJALNOSTI BRANDA : Diplomski rad
Title (english)THE ROLE OF EMOTIONAL BRANDING IN BUILDING BRAND LOYALTY : Graduate paper
AuthorViktorija Ljubičić
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Suvremena poduzeća sve su svjesnija snage lojalnih potrošača te teže izgradnji prepoznatljivog i kvalitetnog branda. Izgradnja branda je zahtjevan proces, no njegovo održavanje još je dugotrajnije. Za uspješan brand nužno je da bude dosljedan, a potrošači sve više zahtijevaju da se poduzeća fokusiraju na izgradnju odnosa sa svojom publikom. Brandovi ne plasiraju na tržište isključivo svoje proizvode i usluge, već dodanu vrijednost za potrošača koja ih čini jedinstvenima. Snaga branda počiva upravo na lojalnosti njegovih potrošača, a velik utjecaj na njezinu izgradnju ima emocionalni branding. Emocionalni branding kod potrošača izaziva emocije te omogućava brandu povezivanje sa vrijednostima i identitetom potrošača. Cilj rada je rada je elaborirati specifičnosti emocionalnog brandinga i njegovog utjecaja na izgradnju lojalnosti branda na temelju sekundarnih podataka, ali i provedenog empirijskog istraživanja.
Abstract (english)
Modern companies are increasingly aware of the power of loyal consumers and strive to build a recognizable and high-quality brand. Building a brand is a demanding process, but maintaining it is even more time-consuming. For a successful brand to be consistent, consumers are increasingly demanding that companies focus on building relationships with their audience. Brands do not only market their products and services, but the added value for the consumer that makes them unique. The strength of a brand rests precisely on the loyalty of its consumers, and emotional branding greatly influences its construction. Emotional branding evokes emotions in consumers and allows the brand to connect with the values and identity of consumers. The aim of the paper is to elaborate the specifics of emotional branding and its impact on building brand loyalty, based on secondary data, as well as empirical research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:659463
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-05 10:31:45