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master's thesis
Izgradnja maloprodajne marke
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:329252
Borgudan, Martin
University of Zagreb
Faculty of Economics and Business
Department of Trade and International Business

Institutional repository: REPEFZG

Cite this document

Borgudan, M. (2022). Izgradnja maloprodajne marke (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:329252

Borgudan, Martin. "Izgradnja maloprodajne marke." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:329252

Borgudan, Martin. "Izgradnja maloprodajne marke." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:329252

Borgudan, M. (2022). 'Izgradnja maloprodajne marke', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 23 June 2024, https://urn.nsk.hr/urn:nbn:hr:148:329252

Borgudan M. Izgradnja maloprodajne marke [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 June 23] Available at: https://urn.nsk.hr/urn:nbn:hr:148:329252

M. Borgudan, "Izgradnja maloprodajne marke", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:329252

Metadata
TitleIzgradnja maloprodajne marke
Title (english)Building a retail brand
AuthorMartin Borgudan
MentorDario Dunković (mentor)
Committee memberDora Naletina (predsjednik povjerenstva)
Committee memberMia Delić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Trade and International Business)
Zagreb
Defense date and country2022-07-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Glavni cilj diplomskog rada i empirijskog istraživanja u sklopu istog je istražiti koliko je u današnje vrijeme izrazito visoke konkurentnosti između maloprodavača bitna strategija izgradnje maloprodajne marke. Teorijski je definirano što općenito predstavlja marka, koje su dimenzije koje utječu na izgradnju marke i što sve određuje snagu marke. Objašnjen je i odnos lojalnosti i marke te značajna uloga lojalnosti kupaca u izgradnji maloprodajne marke. Uz sve navedeno, objašnjeno je i kako robna marka proizvoda u prodavaonici predstavlja jedan od načina izgradnje marke maloprodavača. U empirijskom dijelu rada pomoću anketnog upitnika ispitani su stavovi kupaca kako bi se bolje razumjela njihova razmišljanja o odabiru prodavaonica. Na temelju rezultata ankete donesen je zaključak koji čimbenici i u kojoj mjeri imaju ulogu u izgradnji maloprodajne marke, a sve to može pomoći menadžmentu u lakšem donošenju odluka i smanjenju troškova maloprodajnih aktivnosti.
Abstract (english)
The main goal of this master’s thesis and the empirical research conducted within is to investigate importance of building a retail brand in today’s extreme competition between retailers. It is theoretically defined what is the brand in general, what are the dimensions that effect on building the brand and what is it that determines the strength of the brand. The thesis also explains the connection between customer’s loyalty and the significant role of customer’s loyalty in building retail brand. In addition to all, it was explained how private label in retail store is one of the ways to build a retail brand. In the research part of the thesis, a survey questionnaire is used to examine the customer’s attitudes for better understanding their thoughts on store selection. Based on the results of the survey, a conclusion is made of which factors and to what extent have role in process of building retail brand. All of this can help retail management to make easier decisions and reduce the cost of retail activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:329252
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2022-07-07 09:32:53