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undergraduate thesis
ULOGA EMOCIJA U MARKETINGU
Završni rad
Split: University of Split, Faculty of economics Split, 2021. urn:nbn:hr:124:125271
Sarić, Tea
University of Split
Faculty of economics Split

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Sarić, T. (2021). ULOGA EMOCIJA U MARKETINGU : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:125271

Sarić, Tea. "ULOGA EMOCIJA U MARKETINGU : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:125271

Sarić, Tea. "ULOGA EMOCIJA U MARKETINGU : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:125271

Sarić, T. (2021). 'ULOGA EMOCIJA U MARKETINGU : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:125271

Sarić T. ULOGA EMOCIJA U MARKETINGU : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:125271

T. Sarić, "ULOGA EMOCIJA U MARKETINGU : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:125271

Metadata
TitleULOGA EMOCIJA U MARKETINGU : Završni rad
AuthorTea Sarić
MentorGoran Dedić (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom završnom radu prikazana je uloga emocija u marketinškoj praksi. Naime, u recentno vrijeme emocije su postale neizostavan dio marketinških kampanja. One mogu potaknuti stvaranje prijateljskog odnosa između poduzeća i potrošača, no isto tako mogu izazvati i odbojnost potrošača prema marki. Kako bi se bolje razumjela njihova funkcija, prvo su se definirale a zatim se napravila podjela na četiri osnovne i marketinški najzastupljenije emocije. Obzirom na široku primjenu raznih emocionalnih okidača, stvorena su tri instrumenta za njihovo mjerenje putem kojih se može odrediti kvaliteta promotivnih sadržaja. Instrumenti mjerenja su koncentrirani na zapažanje emocionalnih iskustava potrošača koja ih poslije tjeraju na kupnju. Osim glavnih podjela emocija, postoje i mnoge podsvjesne na koje se također treba obratiti pozornost. U četvrtom su poglavlju navedene emocije kojima se općenito većina tvrtki koristi, dok su u petom predstavljene one najučinkovitije u vidu pokretanja potrošačkih odluka.
Abstract (english)
In this thesis, the role of emotions in marketing practice is presented. Namely, in recent times, emotions have become an indispensable part of marketing campaigns. They can encourage the creation of a friendly relationship between business and consumers, but they can also provoke consumer aversion to the brand. In order to better understand their function, they were first defined and then a division was made into four basic and marketing most represented emotions. Given the widespread use of various emotional triggers, three instruments have been created to measure them through which the quality of promotional content can be determined. Measurement instruments are concentrated on observing the emotional experiences of consumers that subsequently drive them to purchase. In addition to the main divisions of emotions, there are many subconscious ones that also need attention. The fourth chapter lists the emotions that most companies generally use, while the fifth presents the most effective ones in terms of initiating consumer decisions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:125271
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-22 12:52:25