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master's thesis
Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:108842
Lozić, Nina
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Lozić, N. (2021). Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:108842

Lozić, Nina. "Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:108842

Lozić, Nina. "Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:108842

Lozić, N. (2021). 'Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:108842

Lozić N. Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:108842

N. Lozić, "Pristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:108842

Metadata
TitlePristupi istraživanju tržišne vrijednosti marke na primjeru craft industrije piva u Hrvatskoj
Title (english)Approaches to measuring brand equity amongst Croatian craft beer market
AuthorNina Lozić
MentorMiroslav Mandić (mentor)
MBZ: 257553
Committee memberTihomir Vranešević (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2021-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Evaluacija tržišne vrijednosti marke iz perspektive potrošača kontinuirano privlači pažnju akademskih stručnjaka, s obzirom da ubrzan rast industrije i pojava novih konkurentskih poduzeća otežavaju diferencijaciju i postizanje komparativne prednosti. Modeli mjerenja tržišne vrijednosti marke izvrstan su alat pomoću kojega marketinški menadžeri mogu prepoznati što je potrošačima važno i u skladu s time donijeti odluke o budućim marketinškim strategijama. Anketnim upitnikom analiziraju se dimenzije i njihove uloge u tržišnoj vrijednosti marke prema Aakerovom modelu: percipirana kvaliteta, asocijacije vezane uz marku, autentičnost marke, percipirana vrijednost, odanost marki te spremnost plaćanja premijske cijene. Rezultati istraživanja pokazuju kako su najznačajnije dimenzije u kontekstu craft piva na hrvatskom tržištu percipirana vrijednost te percipirana kvaliteta, a Pivovara Medvedgrad zauzima top-of-mind poziciju u svijesti potrošača na području Republike Hrvatske.
Abstract (english)
Measuring customer-based brand equity has been continuously attracting the attention of marketing researchers, given that the rapid growth of the industry and the emergence of new competitors make it progressively more difficult to achieve differentiation and gain competitive advantage. Brand equity measurement models are a valuable tool which marketing managers can use to identify what consumers find important and make decisions about future marketing strategies accordingly. The survey questionnaire, based on David Aaker’s model, analyzes different dimensions of brand equity: perceived quality, brand associations, brand authenticity, perceived value, brand loyalty and willingness to pay a premium price. Research results show that the most important dimensions in the context of craft beer on the Croatian market are perceived value and perceived quality, and Pivovara Medvedgrad occupies a top-of-mind position in the minds of Croatian consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:108842
Study programmeTitle: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-09-22 11:03:13