prikaz prve stranice dokumenta Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona
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master's thesis
Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:091889
Frühwirth, Dora
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Frühwirth, D. (2024). Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:091889

Frühwirth, Dora. "Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:091889

Frühwirth, Dora. "Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:091889

Frühwirth, D. (2024). 'Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:091889

Frühwirth D. Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:091889

D. Frühwirth, "Lojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:091889

Metadata
TitleLojalnost pripadnika generacije Z premijskoj marki prilikom kupovine mobilnog telefona
Title (english)Loyalty of generation Z members to premium brands when purchasing mobile phones
AuthorDora Frühwirth
MentorĐurđana Ozretić Došen (mentor)
Committee memberTanja Komarac (član povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-04-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Rad sustavno analizira koncepte lojalnosti marki i ponašanja generacije Z pri odabiru mobilnog telefona, istražujući ulogu premijskih marki, posebno marke Apple, i emocionalne lojalnosti. Kroz kvantitativno anketno istraživanje na uzorku od 120 ispitanika pripadnika generacije Z u Hrvatskoj potvrđene su pretpostavke o povezanosti marke Apple s osobnošću, sofisticiranosti i uloge osobnosti marke na lojalnost. Kvaliteta kamere pokazala se ključnom pri odabiru mobilnog telefona za pripadnike generacije Z. Ustanovljene su i prikazane razlike u ostalim kriterijima za odabir između korisnika Apple i Android mobilnih telefona. Visoka razina lojalnosti marki Apple potvrđena je razinom zastupljenosti u uzorku, dugotrajnom upotrebom, preferencijama pri kupovini i visokim postotkom preporuka.
Abstract (english)
The paper systematically analyzes the concepts of brand loyalty and Generation Z behavior in choosing a mobile phone, investigating the role of premium brands, especially the Apple brand, and emotional loyalty. Through quantitative survey research on a sample of 120 Generation Z respondents in Croatia, assumptions about the association of the Apple brand with personality, sophistication, and the role of brand personality in loyalty were confirmed. The camera quality proved to be crucial in choosing a mobile phone for Generation Z members. Differences in other selection criteria between Apple and Android mobile phone users were also identified and presented. The high level of brand loyalty to Apple was confirmed by its representation in the sample, prolonged usage, purchase preferences, and a high percentage of recommendations.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:091889
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna 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 on2024-04-18 08:16:30