prikaz prve stranice dokumenta Brand Identity and Its Effect on Consumer Behaviour
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undergraduate thesis
Brand Identity and Its Effect on Consumer Behaviour
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:145776
Mišić, Petra
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Mišić, P. (2020). Brand Identity and Its Effect on Consumer Behaviour (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:145776

Mišić, Petra. "Brand Identity and Its Effect on Consumer Behaviour." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:145776

Mišić, Petra. "Brand Identity and Its Effect on Consumer Behaviour." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:145776

Mišić, P. (2020). 'Brand Identity and Its Effect on Consumer Behaviour', Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 02 June 2024, https://urn.nsk.hr/urn:nbn:hr:148:145776

Mišić P. Brand Identity and Its Effect on Consumer Behaviour [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 June 02] Available at: https://urn.nsk.hr/urn:nbn:hr:148:145776

P. Mišić, "Brand Identity and Its Effect on Consumer Behaviour", Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:145776

Metadata
TitleBrand Identity and Its Effect on Consumer Behaviour
AuthorPetra Mišić
MentorMirko Palić (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2020-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing that is known today, strives for achieving distinctiveness among competitors on the market. In order to accomplish such goal, the primary step involves creating and building strong brand elements, which form a unique brand identity. It is important to ensure identification of the brand with consumers, and to develop positive relationship and loyalty. The aim of this paper is to discuss brand identity with regards to consumer behaviour and how brand awareness is developed with specific brand elements. Based on the case study research, it is indicated how strong brands and recognizable elements of the brand identity affect the consumers’ decision and willingness to purchase such branded products, even to the extent of paying higher price. It creates consumer loyalty, while consequently guiding toward establishing long-term relationships with those companies.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:148:145776
Study programmeTitle: Economics
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica ekonomije (baccalaureus) (sveučilišni/a prvostupnik/prvostupnica ekonomije (baccalaureus))
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-29 10:25:43