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master's thesis
The impact of customer relationship management (CRM) activities on brand image and purchase intentions
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:228505
Vranešević, Tija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Vranešević, T. (2023). The impact of customer relationship management (CRM) activities on brand image and purchase intentions (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:228505

Vranešević, Tija. "The impact of customer relationship management (CRM) activities on brand image and purchase intentions." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:228505

Vranešević, Tija. "The impact of customer relationship management (CRM) activities on brand image and purchase intentions." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:228505

Vranešević, T. (2023). 'The impact of customer relationship management (CRM) activities on brand image and purchase intentions', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 17 February 2025, https://urn.nsk.hr/urn:nbn:hr:148:228505

Vranešević T. The impact of customer relationship management (CRM) activities on brand image and purchase intentions [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2025 February 17] Available at: https://urn.nsk.hr/urn:nbn:hr:148:228505

T. Vranešević, "The impact of customer relationship management (CRM) activities on brand image and purchase intentions", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:228505

Metadata
TitleThe impact of customer relationship management (CRM) activities on brand image and purchase intentions
Title (croatian)Utjecaj CRM aktivnosti na brend imidž i namjere kupnje
AuthorTija Vranešević
MentorMiroslav Mandić (mentor)
Committee memberMiroslav Mandić (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
Committee memberIrena Pandža Bajs (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-06-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Due to vast competition in the market and Generation Z being less loyal than the older generations, companies attempt to retain customers and predict product acceptance, making them constantly change the direction of their marketing strategies. Usually, a strong brand image comes in handy when trying to persist and be distinguishable on the market. Thus, companies put a lot of energy into puzzling out different strategies to make the brand image stronger in order to achieve an advantage over the competition. Primarily, to build a positive brand image companies need to understand consumers as well as their preferences. CRM allows companies to get to know their customers and build strong relationships, which is crucial for building powerful brand associations. This thesis analyses how CRM helps companies in achieving a stronger brand image and increase the purchase intention of their products when Generation Z is aware of CRM activities. Results show that CRM and its perceived activities do in fact have a positive impact on the brand image while brand image acts as a mediator for purchase intention. The analysis was conducted using the method of structural modeling of partial smallest squares equations (Partial Least Squares Structural Equation Modeling, PLS-SEM)
Abstract (croatian)
Zbog velike konkurencije na tržištu i generacije Z koja je kao potrošač manje vjerna od starijih generacija, tvrtke pokušavaju zadržati kupce i predvidjeti prihvaćanje proizvoda, zbog čega neprestano mijenjaju svoje marketinške strategije. Obično je snažan imidž koristan alat tvrtkama koje pokušavaju ustrajati i biti prepoznatljivi na tržištu. Stoga tvrtke ulažu puno energije u smišljanje različitih strategija kako bi ojačale imidž i postigle prednost nad konkurencijom. Da bi izgradile pozitivan imidž, tvrtke moraju razumjeti potrošače kao i njihove preferencije. CRM omogućuje tvrtkama da razumiju svoje kupce i izgrade snažan odnos s njima, što je ključno za izgradnju snažnih asocijacija na brend. Ovaj rad analizira kako CRM pomaže tvrtkama u postizanju jačeg imidža i povećanju namjere kupnje njihovih proizvoda kada je generacija Z svjesna CRM aktivnosti. Rezultati pokazuju da CRM i percipirane aktivnosti zapravo imaju pozitivan utjecaj na imidž, dok imidž djeluje kao posrednik za namjeru kupnje. Analiza je provedena metodom strukturnog modeliranja parcijalnih jednadžbi najmanjih kvadrata (Partial Least Squares Structural Equation Modeling, PLS-SEM)
Keywords
Keywords (croatian)
Languageenglish
URN:NBNurn:nbn:hr:148:228505
Study programmeTitle: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership
Course: Marketing in english
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 on2023-07-04 11:50:13