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undergraduate thesis
Utjecaj medija i reklama na izbor proizvoda
Koprivnica: University North, 2015. urn:nbn:hr:122:451938
Jakovljević, Jelena
University North
University centre Koprivnica
Department of Business and Management

Institutional repository: University North Digital Repository

Cite this document

Jakovljević, J. (2015). Utjecaj medija i reklama na izbor proizvoda (Undergraduate thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:451938

Jakovljević, Jelena. "Utjecaj medija i reklama na izbor proizvoda." Undergraduate thesis, University North, 2015. https://urn.nsk.hr/urn:nbn:hr:122:451938

Jakovljević, Jelena. "Utjecaj medija i reklama na izbor proizvoda." Undergraduate thesis, University North, 2015. https://urn.nsk.hr/urn:nbn:hr:122:451938

Jakovljević, J. (2015). 'Utjecaj medija i reklama na izbor proizvoda', Undergraduate thesis, University North, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:122:451938

Jakovljević J. Utjecaj medija i reklama na izbor proizvoda [Undergraduate thesis]. Koprivnica: University North; 2015 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:122:451938

J. Jakovljević, "Utjecaj medija i reklama na izbor proizvoda", Undergraduate thesis, University North, Koprivnica, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:122:451938

Metadata
TitleUtjecaj medija i reklama na izbor proizvoda
AuthorJelena Jakovljević
MentorIgor Klopotan (mentor)
Committee memberIgor Klopotan
Committee memberKrešimir Buntak
Committee memberIvana Drožđek
GranterUniversity North
(University centre Koprivnica)
(Department of Business and Management)
Koprivnica
Defense date and country2015-12-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Moderni potrošači sve su zahtjevniji – više nije dovoljno imati samo dobar proizvod, važno je biti brend. No, iza većine brendova stoji dugogodišnja i kompleksna strategija, koja se prije svega temelji na karakteriziranju brenda kao ljudskog bića. Pritom, mediji služe kao kanali za komunikaciju vrijednosti i obećanja brenda prema ciljnoj skupini – brend time želi postati idealan čovjek, idol, a potrošači se s njim žele poistovjetiti. Iskazivanje lojalnosti pojedinom brendu znak je pripadnosti toj grupi, odnosno prihvaćanja vrijednosti koje su determinirane osobnošću brenda. U ovom radu sadržan je pregled metoda kojima se utječe na ponašanje potrošača i kako one evoluiraju.
Abstract (english)
The modern consumer is increasingly demanding - it is no longer enough to have a good product, it is crucial to be a brand. Behind most successful brands there is a long and complex strategy, which is mostly based on the characterization of a brand as a human being. Here, the media serve as a channel to communicate the value and the brand promise to the target group - brand wants to become a perfect man, an idol with whom consumers want to identify. Expression of loyalty to a particular brand is a sign of a belonging to the group and accepting the values that are determined by the brand personality. This paper gives an overview of methods for influencing consumer behavior and how it evolves.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:451938
Study programmeTitle: Business and Management in the Media
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) poslovanja i menadžmenta u medijima (stručni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) poslovanja i menadžmenta u medijima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2016-01-19 14:26:04