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master's thesis
Primjena AHP metode u online korporativnom brendiranju
Koprivnica: University North, 2021. urn:nbn:hr:122:712940
Lampelj, Mirta
University North
University centre Varaždin
Department of Communicology and Public Relations

Institutional repository: University North Digital Repository

Cite this document

Lampelj, M. (2021). Primjena AHP metode u online korporativnom brendiranju (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:712940

Lampelj, Mirta. "Primjena AHP metode u online korporativnom brendiranju." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:712940

Lampelj, Mirta. "Primjena AHP metode u online korporativnom brendiranju." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:712940

Lampelj, M. (2021). 'Primjena AHP metode u online korporativnom brendiranju', Master's thesis, University North, accessed 06 January 2025, https://urn.nsk.hr/urn:nbn:hr:122:712940

Lampelj M. Primjena AHP metode u online korporativnom brendiranju [Master's thesis]. Koprivnica: University North; 2021 [cited 2025 January 06] Available at: https://urn.nsk.hr/urn:nbn:hr:122:712940

M. Lampelj, "Primjena AHP metode u online korporativnom brendiranju", Master's thesis, University North, Koprivnica, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:122:712940

Metadata
TitlePrimjena AHP metode u online korporativnom brendiranju
Title (english)Application of the AHP method in online corporate branding
AuthorMirta Lampelj
MentorDarijo Čerepinko (mentor)
Committee memberTvrtko Jolić (predsjednik povjerenstva)
Committee memberDarijo Čerepinko (član povjerenstva)
Committee memberGordana Lesinger (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Communicology and Public Relations)
Koprivnica
Defense date and country2021-02-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
U situaciji kada različite tvrtke prodaju iste proizvode, čak i istih brendova, potrebno je detektirati i istaknuti prednosti u odnosu na konkurenciju kroz korporativni brending. Temelj korporativnog brendiranja je isticanje prednosti, stvaranje cjelovitog portfelja te izgradnja odnosa s kupcima preko educiranih djelatnika. Dodatni impuls korporativnom brendingu dao je razvoj interneta i novih modela prodaje putem interneta. Eksponencijalni razvoj interneta i broja njegovih korisnika, svakodnevno po nekoliko sati, stvorio je vrlo važan i moćan alat za komunikaciju s ciljnim skupinama i distribuciju informacija, što su prepoznali i stručnjaci odnosa s javnostima u smislu mogućnosti izravne komunikacije i distribucije informacija na jednostavan i ekonomičan način. S ciljem definiranja komparativnih prednosti, u radu je korištena jedna od metoda višekriterijskog odlučivanja, metoda analitičkog hijerarhijskog procesa - AHP metoda [engl. Analytic Hierarchy Process].
Abstract (english)
In situations when different companies sell the same products, even the same brands, it is of vital importance to define and highlight one’s advantages over the competition trough appliance of corporate branding. The foundation of corporate branding lays in emphasizing the advantages, creating one complete portfolio and building relationships with customers through educated employees. An additional impulse to corporate branding was given by the development of the Internet and new models of online sales. The rapid development of Internet and number of its everyday users, has created a very important and powerful tool for communicating with target groups and distributing information. Those benefits were recognized and used by public relations experts for direct communication and information distribution in a simple and cost-effective way. In order to define comparative advantages, one of the methods of multicriteria decision making was used in this paper - the Analytic Hierarchy Process method.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:712940
Study programmeTitle: Public Relations
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra odnosa s javnostima (magistar/magistra odnosa s javnostima)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-03 11:38:22