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undergraduate thesis
Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača
Zagreb: VERN University, 2023. urn:nbn:hr:146:725748
Zubak, Helena
VERN University

Institutional repository: VERN' University Repository

Cite this document

Zubak, H. (2023). Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:725748

Zubak, Helena. "Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača." Undergraduate thesis, VERN University , 2023. https://urn.nsk.hr/urn:nbn:hr:146:725748

Zubak, Helena. "Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača." Undergraduate thesis, VERN University , 2023. https://urn.nsk.hr/urn:nbn:hr:146:725748

Zubak, H. (2023). 'Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača', Undergraduate thesis, VERN University , accessed 28 August 2024, https://urn.nsk.hr/urn:nbn:hr:146:725748

Zubak H. Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača [Undergraduate thesis]. Zagreb: VERN University ; 2023 [cited 2024 August 28] Available at: https://urn.nsk.hr/urn:nbn:hr:146:725748

H. Zubak, "Pozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača", Undergraduate thesis, VERN University , Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:146:725748

Metadata
TitlePozicioniranje odabrane zrakoplovne kompanije u svijesti potrošača
Title (english)Positioning of the chosen airline company in consumers awareness
AuthorHelena Zubak
MentorIvana Bekić (mentor)
GranterVERN University
Zagreb
Defense date and country2023-04-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Svrha ovoga rada bila je istražiti kako se Croatia Airlines pozicionira u svijesti potrošača. Rad polazi od pretpostavke da je Croatia Airlines pozitivno pozicionirana u svijesti potrošača. Nakon teorijskog pregleda uloge marke u pozicioniranju i definiranja alata promocije, analiziran je strateški okvir promocije Croatije Airlines. Primarno istraživanje pokazalo je da ciljni potrošači povezuju Croatiju Airlines s tradicijom, kvalitetom i nacionalnim identitetom. Međutim, nedostatak prisutnosti na društvenim mrežama sugerira da kompanija ne prati nove trendove i propušta potencijalne potrošače. Potrebno je više pažnje posvetiti interaktivnom marketingu kako bi se stvorila zajednica zadovoljnih potrošača koji ne samo da konzumiraju usluge prijevoza, već i stvaraju sadržaj na društvenim mrežama koji podiže vrijednost brenda.
Abstract (english)
The purpose of this paper was to explore how Croatia Airlines positions itself in the minds of consumers. The paper starts from the assumption that Croatia Airlines is positively positioned in the minds of consumers. After a theoretical overview of the role of branding in positioning and defining promotional tools, the strategic promotion framework of Croatia Airlines was analyzed. Primary research has shown that target consumers associate Croatia Airlines with tradition, quality, and national identity. However, the lack of presence on social media suggests that the company is not following new trends and is missing out on potential customers. More attention needs to be paid to interactive marketing in order to create a community of satisfied customers who not only consume transportation services but also create content on social media that enhances the value of the brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:725748
Study programmeTitle: Public Relations and Media Studies
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) odnosa s javnošću (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-07-11 12:22:40